TikTok's new multiyear deal with the NFL gives advertisers direct access to league content and exclusive ad formats. The partnership arrives as sports engagement on TikTok continues to climb.
Advertisers now have a new way to reach sports fans: TikTok has signed a multiyear partnership with the National Football League, bringing official NFL content and exclusive ad placements to the app. The deal is designed to connect brands with one of the world’s most-watched sports leagues, right where younger audiences already spend their time.
TikTok’s move comes as sports content on the platform continues to grow. In 2024, 59% of TikTok users said they find sports content on the app more entertaining than the games themselves. The #NFL tag saw a 32% increase in posts over the past year, showing strong demand for league content and fan interaction. TikTok plans to build on this momentum by offering more than just highlight reels, aiming for interactive experiences that keep both users and advertisers engaged.
The renewed NFL-TikTok partnership will see the launch of a dedicated fan hub within TikTok's GamePlan, offering fans access to scores, schedules, standings, and official accounts in one place.
This agreement builds on TikTok’s earlier collaborations with the NFL, but with a broader scope. The platform will introduce a dedicated NFL fan hub in its GamePlan section, using its Pro Events feature to let users connect, watch trending videos, and take part in activities that unlock fan rewards. The hub is set to launch in the coming weeks, just as the NFL season begins, aiming for maximum visibility and engagement. According to Adweek, the partnership is a renewal and expansion of the existing deal, with the NFL season starting September 9, 2026.
Brands will be able to place ads next to official NFL and club content using TikTok’s Pulse Premiere ad format, which guarantees placement alongside top sports media. This gives advertisers a targeted way to reach engaged sports audiences. The move comes as TikTok draws viewers away from traditional broadcasters, with user-generated and influencer-driven sports coverage now reaching wider audiences than legacy highlight packages. TikTok will also expand access to NFL and club content through Pulse Premiere, letting advertisers buy inventory next to premium league content, as confirmed by Adweek.
Other sports organizations have already seen strong results. The International Ski and Snowboard Federation, for example, reached 400 million views across its TikTok accounts last year, with some posts growing over 1600% year-over-year. The NFL is hoping for a similar boost, especially as TikTok’s sports partnerships now include the NBA, WNBA, ATP, Major League Soccer, Aston Martin’s Formula One team, the PGA Tour, and the British Olympics and Paralympics teams. TikTok’s goal is clear: become the go-to second screen for sports fans and the first stop for brands looking to reach them.
TikTok positions GamePlan as a comprehensive sports product for leagues and teams, integrating video content with hubs where fans can find scores, schedules, standings, official accounts, and broadcast links. This technology underpins the new NFL format on the platform.
Source: Mashable
For publishers and creators, the impact is immediate. The NFL’s official hub will offer live scores, schedules, links to game viewing options, and sponsored content-all accessible by searching "NFL" in TikTok’s main bar. By centralizing official and fan-driven content, TikTok creates a new space for attention, where traditional media outlets must now compete with the platform’s curated feeds and creator incentives. By controlling where fans gather, TikTok and the NFL can set the terms for advertisers and content partners.
TikTok is moving beyond simply distributing sports clips. By securing the NFL and offering brands premium ad inventory, the platform is changing how sports media is distributed and monetized. For publishers, this shift is both a challenge and an opportunity: adapt to these new in-app ecosystems or risk losing audience as leagues and platforms make direct deals. The NFL’s embrace of TikTok’s interactive model points to a broader change in how sports content is packaged and delivered. Those who adapt quickly will benefit; those who wait may see their audiences move elsewhere.
TikTok, founded in 2016, now has over 1.5 billion monthly active users worldwide as of 2026, with the United States as one of its largest markets. Its rapid growth in live sports, influencer partnerships, and premium ad formats has made it a strong competitor to YouTube and traditional broadcasters for sports audiences and advertising revenue.
