In a groundbreaking move, sports streaming service DAZN has announced that it will live stream the Serie A fixture between Sassuolo and AC Milan on TikTok. This marks a significant shift in the way sports are broadcasted, leveraging social media platforms to reach a wider audience.
DAZN is no stranger to this innovative approach. The broadcaster previously streamed the National League on TikTok last year, marking its first venture into using social media as a broadcasting platform. The success of this initiative has paved the way for more high-profile games to be streamed in this manner.
The upcoming Sassuolo vs AC Milan match represents the first time that DAZN has extended its live streaming services to cover Serie A matches in the UK and Ireland via TikTok. The game will be available at 2pm on 3 May on @DAZNFootball, with an explicit aim of converting casual viewers into committed fans.
Engaging global audience through social media
According to GWI Data, there were over one million #SerieA posts on TikTok in 2025 alone. Furthermore, one in five global TikTok users have shown interest or are following Italian football league content. These statistics highlight how social media platforms like TikTok can serve as effective tools for engaging with sports fans worldwide and promoting interest in specific leagues or matches.
Pete Oliver, CEO of growth markets at DAZN, said:
“Partnering with TikTok to bring Serie A to more fans is the latest step we are taking towards making football more accessible, immersive and interactive. Fans anywhere across the UK & Ireland will be able to watch a fixture from one of the world’s top divisions, with two teams rich with history, underpinning DAZN’s ongoing commitment to bring sport to more fans.”
DAZN's move to live stream Serie A matches on TikTok represents an exciting development in sports broadcasting. By leveraging the popularity of social media platforms, broadcasters can reach a wider audience and foster greater fan engagement. This strategy could potentially revolutionize how sports are consumed globally, making it more accessible and engaging for fans everywhere.
