TikTok expands sports sponsorship portfolio with Extreme E deal

Credit: Extreme E

Social media platform TikTok has enhanced its portfolio of sports partners, incorporating the all-electric racing series Extreme E.

Through the collaboration, TikTok will promote the partnership via its video channels, with an emphasis on Extreme E’s message regarding the global impacts of climate change.

Additionally, the platform will promote Extreme E as a gender-equal platform, as each team consists of both a male and female driver.

Digital content agency Little Dot Studios will play a central role in the activation of the commercial agreement, enabling fans of the series to access content via Extreme E’s official TikTok account, in addition to the utilisation of dedicated banner’s on the social media channel’s Discover page.

Representing TikTok’s first foray into motorsports, the platform has developed an extensive portfolio of partners in the sports industry over the past year.

The firm maintains sponsorship arrangements with a number of association football teams, including Premier League clubs Manchester United FC and Everton FC, as well as two American football franchises – the Portland Timbers of Major League Soccer (MLS) and the Portland Thorns of the National Women’s Soccer League (NWSL).

In addition to club football, TikTok was named global sponsor of the upcoming 2021 European Championships tournament, marking the first time a digital entertainment platform has secured a partnership with a major international competition sanctioned by UEFA.

Outside of football, the company added leading MMA promotion the Ultimate Fighting Championship (UFC) to its list of sponsorship partners in February 2021, in an agreement which sees the firm deliver exclusive live stream content to fans of the global combat sports organisation.