In a new e-commerce partnership, Leeds United has teamed up with TikTok to become the world’s first ever football club to sell official merchandise on the platform.

Leeds will be able to sell its jerseys and merchandise directly on the video sharing app through the ‘shopping’ section that will be added to the clubs profile. 

Aaron Duckmanton, Leeds’ Global Head of Digital, commented: “We’ve seen huge engagement on TikTok since we launched on the platform, by integrating our retail products with TikTok, we hope to not only attract new audiences for Leeds United but also provide a seamless shopping experience for fans.” 

The deal was made possible after TikTok signed a partnership deal with Shopify, which meant it was able to add the ‘shopping’ section to its app. 

Additionally, the agreement represents an enhancement of the app’s links in sport following its partnership with the British and Irish Lions in July this year, where Tik Tok became the official creator platform of the team ahead of its South African tour.

James Rothwell, TikTok’s head of marketing for the EMEA region, added: “If you cut our product down the middle, we are selling culture and community, and to do that effectively in Europe, we have to be relevant in football. Football is the lifeblood of European culture.” 

Leeds currently sit just above relegation in the Premier League, after a 0-3 loss against Liverpool over the weekend. The team will be searching for safety in the Newcastle fixture next Friday at St James’ Park.

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