TikTok and the Confederation of African Football (CAF) have announced a first-of-its-kind partnership that will bring football content to fans, globally.
It marks TikTok’s first major brand partnership in Africa
and supports the continent’s most popular sport – football.
TikTok will be supporting the TotalEnergies Africa Cup of
Nations, Africa’s biggest sporting event, kicking off on 9 January 2022 in
Cameroon.
TikTok will also be a part of the action for the
TotalEnergies CAF Champions League 2022 and the TotalEnergies CAF Women’s
Africa Cup of Nations 2022 in Morocco.
The collaboration between TikTok and CAF will allow fans to
celebrate the tournaments’ unforgettable moments together.
With everything from pre and post match content and
highlights, to football-related challenges, TikTok will become a home for the
spirit and passion of these iconic sporting events.
TikTok will be offering its community new ways of creating
and engaging with African football, with cool in-app effects, a special hub for
tournaments as well as cool features and filters for the football community to
enjoy.
This partnership comes as TikTok cements its position as the
perfect platform for football fandom and culture across both men’s and women’s
games, with the #football and #Soccer hashtags racking up an incredible 273
billion & 108 billion views to-date, respectively.
On the continent, #AfricanFootball with over 48.3 million
views is proof that Africans continue to love football content on the platform,
while creating great review content and participating in fun-filled challenges.
Earlier this year, the fast growth of sporting talent, fan
communities, creative sports trends and commentary on the platform led to
TikTok becoming the first digital entertainment platform to sponsor a major
international tournament for UEFA with EURO 2020.
With over 1.4 million followers on TikTok, the official CAF
TikTok account has also fast become Africa’s footballing go-to fandom &
with tournaments such as AFCON making a return on the continent, we can expect
to see continued growth and love for the sport on the platform.
Boniswa Sidwaba, TikTok Content Operations Manager for
Africa, said: “Fans on the African continent have not been able to come
together to enjoy the beautiful game of football due to COVID-19 regulations.
“For us, this is also an opportunity to bring African
football fans around the world together again, online, starting with the much
anticipated TotalEnergies Africa Cup of Nations. As a proudly multicultural
continent, Africa is beaming with creativity and talent.
“We see a lot of potential to harness and cultivate creative
football expression on our platform. We certainly look forward to inspiring
fans to celebrate and participate in content unique to TikTok, in the most
African way possible, providing great entertainment for the community.”
CAF General Secretary, Mr Veron Mosengo-Omba said: “We are
truly delighted to have TikTok come on board as an official partner. Football
content in Africa is in high demand and together with TikTok we are able to
create and encourage the online community to engage in and create the type of
content that will take both brands to new markets.
We look forward to working with TikTok in creating true
African football experiences for fans around the world. This partnership
recognises CAF not just as a football body but our position as the
single-biggest football entertainment producers in Africa, giving fans
everywhere, world-class football experiences throughout the year.”
More announcements on what the football community can expect
on TikTok will be made in the coming days. Fans are encouraged to follow TikTok
Africa social media pages for updates.
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