TikTok and NFL Renew Multi-Year Partnership as League Expands Global Fan Engagement

The NFL and TikTok are extending their partnership, creating new opportunities for football fans around the world to connect with the league, its players and the culture surrounding the sport.

The organizations announced a new multi-year agreement Sept. 2 that will expand the NFL’s presence on TikTok and build on the growth the league has experienced on the platform in recent seasons.

The renewed partnership comes as the NFL continues looking for new ways to reach audiences beyond traditional game broadcasts. TikTok has become a major destination for sports highlights, player personalities, fan conversations and viral moments, giving the league another avenue to reach younger and international audiences.

One of the partnership’s defining moments came during the 2025 season, when TikTok captured Seattle Seahawks coach Mike Macdonald realizing his team had won the Super Bowl. The moment illustrated how quickly major NFL events can move from the field into the broader sports and entertainment conversation online.

NFL content on TikTok also continues to grow. Posts featuring the #NFL hashtag increased by more than 32% over the previous year, according to the league.

Under the expanded agreement, several TikTok features will become part of the NFL’s broader digital strategy.

TikTok GamePlan expands NFL discovery

TikTok GamePlan will provide NFL hubs and additional in-app experiences designed to help the league, its teams and broadcasters reach TikTok’s global audience.

The platform says the experiences will focus on discovery, engagement and driving fans toward live game coverage.

The partnership will also expand TikTok’s Pulse Premiere program to include NFL member clubs. The advertising experience allows brands to place advertisements alongside premium NFL and club content.

TikTok Pro Events is also expanding to the NFL, with a dedicated fan hub expected to launch in the coming weeks.

The hub will give fans another interactive destination to discover NFL content, participate in fan-focused activities, follow trending videos and earn exclusive benefits.

More NFL storytelling coming to TikTok

The renewed agreement will also bring more NFL storytelling to the platform throughout the year.

Fans can expect additional game highlights, archival footage and other league content across the NFL's primary TikTok account and international accounts, including channels serving Canada, Mexico, the United Kingdom and Ireland, Brazil, Germany, Australia and New Zealand, and France.

The goal is to make the NFL more accessible to fans regardless of where they follow the sport.

“TikTok continues to be an important platform for fans to connect with the NFL in a variety of ways, from the action on the field to the broader culture and conversation around the sport,” said Brent Lawton, the NFL’s vice president of media strategy and business development.

Rollo Goldstaub, TikTok’s global head of sport, described the NFL as more than a game-day product, pointing to the league’s year-round presence through highlights, trends and player personalities.

The partnership reflects that shift as the NFL continues to blend football with entertainment, social media and global fan culture.

With the agreement now extended, fans will be able to search “NFL” on TikTok during the season to access the official NFL hub, view live scores and schedules, find links to game broadcasts and watch official league content.

For the NFL, the renewed partnership gives the league another way to turn major football moments into year-round digital experiences—and potentially introduce the sport to fans who may not otherwise encounter it through traditional NFL platforms.