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TikTok Wants Sports Content
Punching up
TikTok is doubling down on sports content as its next major engagement driver.
Why It Plays: Live sports rights have become the MVP for broadcasters, streamers, and social platforms. TikTok hasn’t played too heavily in that arena compared to competitors YouTube and X, but by striking top influencer-driven deals, it could become a real contender.
Behind The Deals: TikTok wants sports to go viral.
Boxing: TikTok’s first live match will feature superstar fighter Amanda Serrano defending her title from Lucrecia Manzur. It will be broadcast on August 21.
Serrano broke out on Netflix’s Jake Paul vs. Mike Tyson event and was the first boxer signed to Paul’s Most Valuable Promotions.
NBA & WNBA: TikTok signed both basketball leagues to its TikTok GamePlan product suite, which allows leagues to “activate on the titular app and partner with its creators,” per Tubefilter.
The partnership will give creators access to highlights and marquee events like NBA All-Star Weekend — exactly the kind of content that goes viral — in the hopes of driving people from their phones to live games.
Final Shot: Of course, the most important element of this — at least to TikTok and the leagues — is the advertising opportunity. TikTok is using sports rights to push its Pulse Premiere ad product, which allows brands to place ad spots alongside major events and featured content.
It’s the type of targeted advertising that could help legacy brands finally capture the attention of the audience they crave most — young people.
Coming Soon: We wouldn’t be surprised if TikTok starts minting “sports ambassadors” — creators who ink extended, wide-ranging deals with leagues on the platform.
Together with Kalshi
Don’t Lose Out On The Next World Cup
Everyone likes to say, “I knew it,” after the final whistle blows.
But Kalshi rewarded those brave enough to make the call before the big game ended on Sunday. The championship game became the largest trading event in prediction market history.
Almost $1.9 billion was traded on the tournament winner market alone.
Those who predicted Spain would win were paid out 1.65x of their investment.
The World Cup may be over, but Kalshi gives you front-row access to a host of trades across sports, culture, politics, and much more.
Don’t get caught missing the right call next time around.
Today’s email was written by David Vendrell.
Edited, polled, and copy-edited by Kait Cunniff.
Published by Darline Salazar.