AC Milan joins TikTok drive, Manchester City add digital content subscription

Italian Serie A team AC Milan has become the latest football club to launch a channel on short-form video sharing app TikTok.

The channel will offer behind-the-scenes content from the club, including videos of special celebrations, challengers for followers, match highlights and live content created with a focus on the club’s youth sector.

AC Milan becomes the fourth Serie A club with a TikTok presence and the launch is designed to help the team engage with a younger audience around the world.

Lamberto Siega, marketing and digital director at AC Milan, said: “This platform is used by millions of people around the world, so our aim is to reach a new, younger audience through the creation of innovative and engaging content, consistent with AC Milan’s growth and innovation targets.”

AC Milan joins the likes of Liverpool, Corinthians, Barcelona and the International Olympic Committee on TikTok. Surrey County Cricket Club also launched an official TikTok channel earlier this month, claiming a first for professional cricket in doing so.

Elsewhere, English Premier League club Manchester City has launched City+, a new content subscription service that will be available across all its digital platforms. The service will include a range of exclusive content across the club’s men’s and women’s teams.

The service will launch with a ‘Made in Gran Canaria’ documentary, profiling the career of City captain David Silva. Fans can access a 30-day free trial of City+, after which subscription will cost £1.99 (€2.36/$2.61) a month.

City’s new service comes after Spanish LaLiga club Real Madrid last month launched a subscription-based service on social media platform Facebook.

Madridista Nation is designed to be an exclusive Facebook community for the club’s fans, offering photos, videos, exclusive content and special stickers. Real Madrid has priced membership at €2.49 per month.

Liverpool also recently launched a ‘paid-for’ membership option on its YouTube channel, becoming the first global sports team to utilise the feature. The initiative allows the club’s supporters to choose between two membership tiers offering premium content, with prices varying by country.