Canadian Soccer Association (CSA) and the Canadian Premier League (CPL) announced a partnership with TikTok

December 21, 2022
Yesterday, the Canadian Soccer Association (CSA) and the Canadian Premier League (CPL) announced a partnership with TikTok that includes perks for fans and athletes alike ahead of July’s FIFA Women’s World Cup and the 2026 men’s tourney in North America.
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SOURCE: ALBERT PEREZ/GETTY IMAGES
SOURCE: ALBERT PEREZ/GETTY IMAGES

The GIST: TikTok’s World Cup and Taylor Swift crossover event may have an encore. Yesterday, the Canadian Soccer Association (CSA) and the Canadian Premier League (CPL) announced a partnership with TikTok that includes perks for fans and athletes alike ahead of July’s FIFA Women’s World Cup and the 2026 men’s tourney in North America.

The details: Just as it recently did for CanMNT, TikTok will document CanWNT’s World Cup prep as well. The social media giant will also help interested players on both teams create content in an effort to bolster behind-the-scenes coverage.

  • The CPL (the country’s top men’s soccer league) will also collaborate with TikTok on amplification plans including livestreams and “never-before-seen” content on the platform. Score.

The trend: Sports are trending on TikTok, and female fans are loving it. Women comprise a larger chunk of sports fans on TikTok than elsewhere, and the app has capitalized with sponsorship deals, particularly in women’s soccer. Partners include the NWSL’s Portland Thorns and the recent Women’s Euro.

  • This tracks with social media trends at large. Platforms like TikTok and Instagram are dominated by female creators, and women athletes have found opportunities to build followings and make bank.

Zooming out: The CSA is pouncing on unprecedented interest in its national teams by partnering with one of the fastest-growing social media platforms and perhaps appealing to younger fans in the process. Gen Z is notably apathetic towards live sports but makes up most of the app’s user base. The yearning stays.

  • However, Chinese-owned TikTok may need to keep an eye on events south of the Canadian border. A partial ban is gaining momentum in the U.S. over continuing concerns about China’s access to user data.
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