TikTok and the National Football League Renew Multi-Year Partnership to Bring Global Fans Closer to the NFL

Renewed Partnership Builds on the Growth of the NFL Community on TikTok, with Opportunities for Global Fans to Discover the Sport, Connect with Players and Engage with NFL Culture Throughout the Season

NEW YORK & LOS ANGELES - Sept. 2, 2026 - The National Football League and TikTok today announced a multi-year partnership that brings fans closer to the game, players and moments that define one of the world's most captivating sports communities. As part of the agreement, the NFL will expand its presence on the platform, building on the momentum created together over the past several years as the league continues to reach new audiences around the world.

One of the defining moments of the 2025 season came from the Seattle Seahawks' Super Bowl victory. TikTok was able to capture the moment when head coach Mike Macdonald realized his team had won the Lombardi Trophy.

With #NFL posts increasing more than 32% during the past year*, the partnership meets fans where sports, entertainment and culture come together, expanding the NFL experience on TikTok and creating new opportunities for fans and brands to engage with the league throughout the season, including:

• TikTok GamePlan: NFL hubs and other TikTok GamePlan experiences will be available in-app, helping the league, teams and broadcasters tap into TikTok's global audience to increase discovery, deepen engagement and drive tune-in.

• Pulse Premiere: The experience will continue on @nfl and expand to include NFL member clubs, enabling advertisers to place ads alongside premium league and club content.

• TikTok Pro Events: TikTok Pro Events is expanding to the NFL, with a dedicated fan hub going live in the coming weeks. The experience gives fans a space to discover content, engage with trending videos, complete fan-based tasks to earn exclusive benefits and connect around the moments they care about most, bringing a whole new sports audience into TikTok's shared, participatory fandom experience.

• NFL Storytelling: More game highlights, archival moments and year-round storytelling will appear across @nfl and the league's international accounts including @nflcanada, @Mundonfl, @Nflukire, @Nflmx, @Nflbrasil, @Nfldeutschland, @Nflaunz and @nflfrance.

"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, vice president of media strategy and business development at the NFL. "We look forward to continuing our partnership and creating new ways to engage NFL fans around the world."

"The NFL isn't just a sport, it's a year-round way of life where fandom thrives through gameday highlights, daily trends, and player personalities," said Rollo Goldstaub, TikTok's global head of sport. "By pairing the NFL's thrilling moments with TikTok's global reach, we're helping the league unlock brand-new audiences while giving lifelong fans deeper access to the game. And with TikTok GamePlan, we've created a dedicated space that fuels discovery, transforms how football is experienced and drives tune-in throughout the season."

With the expanded agreement, TikTok and the NFL will continue to make TikTok a home for league discovery and interactive TikTok GamePlan experiences as the season unfolds. Search "NFL" on TikTok during the season to access the official NFL hub and see live scores and schedules, link directly to tune in to games and watch official content shaping culture on TikTok.

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*TikTok internal data, 8/14/2025 - 8/13/2026

Media Contacts: George Ahearn, NFL, [email protected]

Ben Popkin, TikTok, [email protected]