Many football fans are not choosing between watching the game and scrolling TikTok, but are doing both. Now TikTok wants to make that habit official.
Days before the 2026 NFL season begins, TikTok and the NFL announced a new multiyear partnership that will bring more highlights, archival footage, player-focused videos, and other official content to the platform. The agreement will also introduce NFL hubs where fans can find scores and schedules, then follow links to tune into game broadcasts.
There is already a sizable audience waiting for all of it. According to TikTok, posts using #NFL increased by more than 32 percent between August 2025 and August 2026. The league’s main @NFL account has more than 20 million followers, while eight international accounts serve fans in markets including Canada, Mexico, Brazil, Germany, France, Australia, and the UK and Ireland.
At first glance, this might sound like another agreement to put sports highlights on social media. But TikTok and the NFL have been building toward something much bigger for years.
Credit: TikTok
TikTok and the NFL first teamed up in 2019, when the league launched its official account with highlights, sideline footage, behind-the-scenes videos, and hashtag challenges. Its first campaign, #WeReady, invited fans and creators to celebrate their teams ahead of the NFL’s 100th season.
The partnership did not stay confined to the For You page for long. Beginning in 2021, the companies staged the annual NFL TikTok Tailgate, a livestreamed Super Bowl pregame event that combined musical performances with appearances from players and creators. By its fourth edition in 2024, headlined by Gwen Stefani, TikTok said the event attracted 2.2 million live viewers.
Later that year, TikTok and the NFL renewed the partnership and promised to add more long-form football content. At the time, TikTok said videos from the league and its 32 teams had generated more than 5 billion views during the 2023 season.
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Of course, TikTok is not the only platform chasing football fans. Its longtime rival YouTube has been moving directly onto the field. YouTube replaced TikTok as the official sponsor of the Super Bowl Tailgate in 2025, after becoming the exclusive home of NFL Sunday Ticket in 2023.
That gives YouTube something TikTok largely lacks: the games themselves. So instead of trying to become another traditional broadcaster, TikTok appears to be going after everything surrounding the action.
As part of the renewed partnership, the NFL will use TikTok GamePlan, which connects videos to hubs featuring scores, schedules, standings, official accounts, and broadcast links. In other words, TikTok wants every spectacular catch or sideline moment on your For You page to bring you closer to the live game.
TikTok has good reason to believe this pipeline could work. According to the company, 85 percent of sports fans on TikTok use the platform as a second screen during live events, while 42 percent are more likely to watch a live match after encountering related sports content on the app.
TikTok is also bringing the NFL to Pro Events, the standalone app it piloted during the 2026 FIFA World Cup. The app rewarded fans for exploring tournament content and completing tasks with stars redeemable for merchandise, TikTok Shop discounts, or charitable donations. A dedicated NFL hub will reportedly launch in the coming weeks.
And where there are more ways for fans to engage, there are naturally more places for brands to advertise. TikTok is expanding its Pulse Premiere program so advertisers can place ads directly after videos from participating NFL teams.
The partnership could be especially useful as the NFL looks beyond its home turf. The league is staging a record nine international games across seven countries in 2026 and has made attracting millions of additional fans outside the United States a major part of its long-term strategy. TikTok’s regional NFL accounts give the league a way to keep reaching those audiences long after the teams leave town.
“The NFL isn’t just a sport, it’s a year-round way of life where fandom thrives through game-day highlights, daily trends, and player personalities,” TikTok Global Head of Sport Rollo Goldstaub added in the announcement.
