AFL announces multi-year content deal with TikTok video platform

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.
Related Articles
17th September 2022 - All-female grounds team to curate Adelaide Oval’s turf for historic AFLW fixture
14th September 2022 - Telstra unveils Australian-first 5G innovation for visually impaired AFL fans at Melbourne’s Marvel Stadium
7th September 2022 - AFL reveals new all-time club membership record
7th September 2022 - Funds from new broadcast deal to boost community-level AFL
6th September 2022 - AFL announces new $4.5 billion broadcast deal with Seven and Foxtel
1st September 2022 - AFLW looks to continue playing season at suburban stadiums
24th August 2022 - AFL’s Adelaide Crows reveal plans for new headquarters at Thebarton Oval
19th August 2022 - Outgoing AFL club President Peggy O’Neal to chair Commonwealth Games planning committee
17th August 2022 - Tasmanian Premier says JackJumpers’ success provides a strong message to AFL decision-makers
15th August 2022 - Demand for tickets sees inaugural AFLW match between Essendon and Hawthorn moved to Melbourne’s Marvel Stadium
15th August 2022 - Ikon Park transformed into Victoria’s new home of AFLW
6th August 2022 - Ticketmaster and TikTok partner to offer a new way to discover and purchase event tickets
29th June 2022 - Bing Lee returns to sport sponsorship market with Sydney Swans AFLW partnership
14th June 2022 - AFL to invest $5 million to back grassroots participation for girls and women
8th June 2022 - New QBE campaign leverages talent of AFL’s Swans and netball’s NSW Swifts
2nd June 2022 - NAB extends AFLW naming rights and AFL major partnership
5th April 2022 - 89% rise in AFLW club membership numbers
17th January 2022 - Swinburne University extends Richmond AFLW partnership
7th January 2022 - Sixth season of AFLW set for kick off
14th December 2021 - On-going AFF Suzuki Cup 2020 attracts TikTok as a marketing collaborator
19th November 2021 - Maroochydore Multi Sports Complex named home ground for AFLW’s Brisbane Lions