The National Football League (NFL) has become the latest sporting organisation to partner with short-form mobile video platform TikTok.

As part of the partnership, the NFL will launch an official account with the platform that is set to deliver packaged highlights, sideline moments, and behind-the-scenes footage to fans worldwide. 

The deal sees the NFL follow in the footsteps of European sporting giants such as Liverpool FC, FC Bayern Munich and FC Barcelona by partnering with the platform.

Blake Stuchin, Vice President, Digital Media Business Development for the NFL commented on the partnership: “Partnering with TikTok is a natural extension of our media strategy. The platform reaches a fast-growing global audience of NFL fans and future fans. The NFL programming and hashtag challenges are a perfect way to kick off the NFL’s 100th season — with fun, new content that will entertain fans and invites them to celebrate and experience their NFL fandom in a way that’s authentic to the unique experience of TikTok.”

As well as providing content via the platform, the NFL and TikTok are also set to incorporate a series of NFL-themed hashtag challenges, inviting TikTok users to express their passion for their favorite NFL clubs and players on TikTok. 

One such hashtag is the #WeReady Kick Off Campaign in which both organisations are encouraging users to support their favourite team’s between 3 September and 5 September ahead of the NFL’s 100th season. 

Mayan Scharf, Global Partnerships at TikTok, stated: “We’re thrilled to partner with a powerhouse in the sports industry like the NFL to bring new life and a fresh perspective to the sports entertainment experience. TikTok is a destination where fans can feel like they are a part of the team and we look forward to showcasing content from the NFL that is exciting, authentic and surprising to TikTok community.”

The NFL’s 100th season is set to kick off on 5 September when the Chicago Bears host the Green Bay Packers.