In a strategic move to enhance fan engagement and expand its reach, sports streaming giant DAZN has announced a partnership with social media platform TikTok for the promotion of the FIFA Club World Cup.
The collaboration will result in a dedicated FIFA Club World Cup hub on TikTok. This hub will serve as a one-stop destination for fans, offering an array of content including live updates and opportunities for fan engagement. The aim is to create an immersive experience that brings fans closer to the action than ever before.
DAZN isn't stopping at just creating a hub; it also plans on generating bespoke content specifically tailored for TikTok's user base. This includes behind-the-scenes access, match highlights, creator/athlete takeovers, and real-time fan reactions. By leveraging these unique features of the social video platform, DAZN aims to provide an engaging and interactive experience that resonates with football enthusiasts worldwide.
Optimizing original programming
In addition to creating new content, some of DAZN’s original programming will be optimized specifically for TikTok's mobile-first audiences. This approach aligns perfectly with today's digital landscape where more people are consuming content on their smartphones than ever before. This partnership is part of DAZN’s broader strategy around the Club World Cup matches which includes collaborations with other entities such as "The Rest Is Football" podcast and renowned football transfer journalist Fabrizio Romano.
Rollo Goldstaub, global head of sports partnerships at TikTok, said:
“TikTok is transforming how fans engage with sports, making every moment more immersive, immediate and shareable. Partnering with DAZN allows us to bring the FIFA Club World Cup closer to fans than ever before, from behind-the-scenes access to the final whistle, capturing the heart of the action as it happens.”
These partnerships not only help in promoting the event but also add value by providing expert insights and analysis which further enriches the overall viewer experience.
DAZN’s innovative approach towards utilizing social media platforms like TikTok demonstrates how sports broadcasting is evolving in response to changing consumer habits. By offering exclusive content tailored towards mobile-first audiences along with real-time fan engagement, DAZN is setting a new standard for how sports events can be promoted and enjoyed in the digital age.
