Italian football club Juventus has launched its own channel on the short-form video service TikTok.
The official account will provide behind-the-scenes content.
It will further the clubs social media reach. It claims to have 100 million fans through its accounts on Facebook, Twitter, Instagram, YouTube, Snapchat, LinkedIn, Weibo, Wechat, Douyin, and Toutiao.
Juventus is the most followed Italian club on Instagram, with 40.7 million followers.
The launch of the TikTok account follows last month’s unveiling of Juventus’s new “digital ecosystem”, which included a new official website and mobile app.
In May, TikTok and its parent company ByteDance, lured former Walt Disney Co. executive Kevin Mayer to be TikTok chief executive and ByteDance chief operating officer.