Sports Technology

The AFL has announced that it has agreed a multi-year partnership with short-form social video platform TikTok.

With the AFL having amassed 220,000 followers on TikTok since 2022, the deal will see the establishment of an official AFLW profile to coincide with the expansion to 18 teams for the 2022 season.

With TikTok having established devoted content for events such as rugby union’s Women’s Six Nations and the 2022 Women’s Euro international football tournament in the last 18 months, the addition of the AFLW channel will further expand the platform’s reach into womens sport.

The collaboration will also deliver original content for AFL fans, including behind-the-scenes and player-focused videos.

Announcing the partnership, Kylie Rogers, AFL Executive General Manager of Customer and Commercial, stated “the AFL continues to grow in Australia as does TikTok, especially with kids and families, so we are excited to partner together and harness the potential to engage new generations of fans around the game.

“Short-form mobile video is one of the most engaging and effective formats commercially. TikTok’s power and diverse reach will allow us to deliver fresh and engaging content to our already passionate fanbase. Sport is a hugely popular category on the platform and with over one billion users worldwide, TikTok will allow us to grow our game locally and abroad.”

Jonathon Oake, Sport Business Development at TikTok Asia Pacific (APAC), added “TikTok is a vibrant hub of sporting content for millions of users across Australia, and this new partnership will deliver more AFL content to the platform than ever before.

“We see enormous user appetite and growth potential for the AFL in reaching fans across the world via short-form content.”

Image: AFLW captains at the 2022 season launch.

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