As per TikTok:

“As an ‘Official Accomplice’ of MLS, TikTok will likely be built-in into each MLS recreation all through the season by way of varied in-stadium branding, TikTok & MLS content material throughout stadium videoboards, and extra. TikTok can also be the co-presenting sponsor of eMLS Cup, the League’s esports event. We’re excited to proceed spotlighting TikTok as a spot the place the sports activities and gaming neighborhood intersect, whereas offering high quality leisure for all.”

The partnership will present one other approach for TikTok to additional combine itself with main sporting leagues, which might assist to deliver extra followers to the app.

The deal will even deliver new alternatives for creators:

“Over the course of the partnership, TikTok and MLS will launch a brand new Membership Creator Community, the place TikTok creators will likely be paired with MLS Golf equipment to create thrilling content material through the common season and low season. Creators and MLS Golf equipment will work collectively to boost the fan expertise by providing distinctive entry to their favourite MLS gamers and behind-the-scenes moments that may solely be discovered on TikTok.”

The brand new settlement will even present TikTok customers with entry to MLS content material and clips, which can present extra methods for TikTok customers to create their very own MLS spotlight movies and integrations, serving to to additional promote the league.

“All through the season, followers may search ‘MLS’ on TikTok and get entry to the MLS Hub, that includes the most recent content material from MLS, its Golf equipment, and gamers – multi functional place. From the Hub, followers may entry MLS’s web site with extra details about match schedules and scores.”

As it’s on all platforms, soccer content material is very common on TikTok, with views on the #soccer tag growing greater than 500% over the previous two years. That, after all, could be considerably influenced by the World Cup, and broader engagement with that occasion – besides, there’s a rising legion of soccer followers within the app, who will likely be eager to eat extra content material.

Certainly, the @mls TikTok account now has over 1.2 million followers.

As such, it is sensible for TikTok to formalize their partnership, particularly because it seems to additional embed itself in as some ways as it could, within the hopes of avoiding a US ban.  

I imply, that most likely received’t weigh into any choice on such, however possibly, if TikTok can present that it’s a important info channel, in a variety of how, that would assist to strengthen its case.

Both approach, extra soccer content material can solely be useful, whereas the expanded sponsorship components will deliver much more publicity for the app.