HomeNewsFootballGlobal

Barcelona becomes latest outfit to join TikTok

Barcelona has become the latest professional outfit to join Chinese short-form global video platform TikTok.

The Spanish football side made specific reference to the “young people” it would be able to reach in TikTok’s 340-million-strong follower base, saying that it will be able to connect with its “youngest fans around the world”.

Barcelona joins a growing number of teams that have joined TikTok with the aim of engaging younger fans.

TikTok boasts more than 500 million active monthly users and marketing agency Mediakix found that 60 per cent of the platform’s audience is aged between 16-24, with two thirds of all members aged 30 or younger.

Other teams and leagues to have joined TikTok include English Premier League team Liverpool FC, the National Basketball Association and Major League Baseball.

TikTok’s use as a gateway to a younger audience is frequently cited as its principal appeal by organisations across the market.

Most recent

Uefa will go to market later this year with the rights to the Champions League and Europa League under pressure from Europe’s top clubs to at least maintain the kind of growth it enjoyed in the current cycle. But there are reasons why that will be a massive challenge.

Internet giant Amazon will pay more than public-service broadcaster France Télévisions for a substantially smaller package of rights to the French Open’s 2021-23 cycle.

Chinese social media giant Tencent saw off competition from rival streaming player Youku Tudou to retain the NBA’s digital rights in the country for the 2020-25 cycle at a record-breaking fee, underscoring the strong growth in China’s streaming market in recent years.

The German Bundesliga’s international sales and marketing arm, Bundesliga International, is set for a busy 12 months of media-rights sales as the league approaches the conclusion of deals across the Americas, Asia, Middle East and North Africa.