TikTok Publishes Sports Marketing Guide

Looking to latch onto the popularity of major sporting events with your marketing efforts in 2025?

This will help. TikTok has published a new guide to sports-related marketing in the app, highlighting various trends, usage stats, and insights to assist in your planning.

You can download the 17-page guide for yourself here, but in this post, we’ll take a look at some of the key notes.

First off, TikTok’s sports guide looks at how TikTok users engage with sports, with sports-related communities steadily gaining traction in the app.

As explained by TikTok:

“SportsTok is powered by the community-driven nature of the platform. According to a recent global study, 62% of users watch major sports events to be part of cultural conversations, and 61% feel a strong sense of community with other sports fans on TikTok. As a result, sports fandom has surged, with a US study finding 57% of users watch sports content on the platform weekly, and over half of TikTok sports fans follow a pro sports league account.”

It’s interesting to note TikTok’s use as a supplemental platform in this respect, with fans coming to the app to see the latest highlights and clips, while still consuming games on other platforms.

TikTok may actually be looking to change that, with the app recently partnering with Inter Miami FC to air a live stream of one of their matches, specifically focused on star player Lionel Messi. I’m not sure that will become a regular staple, in which TikTok would look to broadcast more full games, but eventually, every social app seems to veer into this territory, as they seek to capitalize on the popularity of sports by also bringing the direct broadcast in-stream.

Thus far, no social app has been able to do this successfully, and make it a profitable, or even equitable process, and it does seem unlikely that TikTok’s audience, with their short attention spans focused on highlight-style short clips, would be overly receptive to full match broadcasts either.

But maybe. We’ll see if TikTok tries any other broadcasts of this type.

TikTok’s sports marketing guide also includes notes on how to create campaigns that effectively tap into the hype around major sporting events.

While there are also creative tips and pointers:

There are some good notes here, including its structural overviews on how to maximize your sports-related campaigns over time.

The only question then is whether TikTok will even be available in your region when these events come up, but right now at least, TikTok is still around, and these could be valuable tips for your approach.

You can download TikTok’s sports marketing guide book here.