NEW YORK (April 17, 2025) -TikTok and Major League Soccer (MLS) are excited to announce the renewal of their strategic partnership with an extended multiyear agreement. This renewed collaboration reinforces our ongoing commitment to enriching the soccer fan experience, providing fans with unparalleled access to the sport, and strengthening the connection between MLS, its players, and the global fan community.
Since kicking off the partnership in 2023, TikTok has become a go-to platform for soccer fans, offering everything from behind-the-scenes content to live match highlights, fan reactions, and creative edits. This extension builds on the success of initiatives like last year's groundbreaking Player Spotlight: Messi, where TikTok, in partnership with Apple TV and MLS, exclusively streamed a live feed of Lionel Messi during his debut MLS Cup Playoff match for Inter Miami CF. This marked the first time TikTok streamed an entire live soccer match with a single player focus and was the largest live viewership for a U.S. sports league on the platform.
"We are excited to renew our partnership with Major League Soccer and continue bringing fans closer to the sport they love," said Rollo Goldstaub, Head of Sports Partnerships, TikTok. "MLS has one of the most passionate and engaged fanbases in the world, and we look forward to offering even more unique and exciting opportunities for fans to connect in ways that only TikTok can offer."
Millions of soccer fans are already thriving on TikTok: there are 14.8 million posts using #soccer, with nearly 9 million posts in 2024 alone. MLS' growing international presence on TikTok, with 65% of its fanbase outside the US (TikTok internal data, 2024) reflects the league's global appeal and engagement with fans around the world.
"Major League Soccer’s continued partnership with TikTok supports our commitment to reaching fans with dynamic content, driving global engagement and discovery,” said Jen Cramer, Executive Vice President of Partnership Marketing, Major League Soccer. “This collaboration helps us engage soccer enthusiasts while also evolving how we connect with the next generation of MLS fans and new audiences."
This renewed partnership continues to keep TikTok at the heart of global soccer fandom, bringing fans exclusive access, creative content, and one-of-a-kind experiences that celebrate the game we all love.
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About Major League Soccer
Headquartered in New York City, Major League Soccer -- celebrating its 30th season in 2025 -- features 30 clubs throughout the United States and Canada. All MLS, Leagues Cup, and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com. MLS Season Pass features the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.
About TikTok
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok's global headquarters are in Los Angeles and Singapore, and its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.
Media Contacts:
For TikTok
Emily Weichert
Miriam Fitting
For Major League Soccer
Sal Petruzzi
Peter O’Brien
