In the zone: How brands can tap into the world of sports on TikTok

Sports fandom has found a new home on TikTok, where fans from around the world unite to celebrate the thrill of their favorite sports, leagues, and athletes. But while the games are happening on TV, the off-the-field conversations are playing out on TikTok, with enthusiasts capturing behind-the-scenes clips, athlete celebrations, sports history, and fan reactions across the platform.

TikTok's short-form video format makes it ideal for quick, digestible content that captures the excitement of the game and allows fans to engage with their favorite teams and athletes in real time. As a result, TikTok has become an essential destination for sports fans looking for a more immersive, interactive, and engaging sports experience. And thanks to fresh storytelling formats like hyper-engaging fan edits and reaction videos, fans stay engaged long after the game has ended.

Sports fans on TikTok also share a passion for live events. According to studies, TikTok users are 24% more interested than the general population in attending live games,¹ and 31% of live sports fans on the platform attend at least one game per month.² This blend of digital and real-world enthusiasm showcases the depth of sports fandom on TikTok, both online and offline.

So what does this mean for your brand? This article will explore the power of sports fandom on TikTok, along with insights and tips for brands to reach and engage with TikTok's highly engaged sports community.

The rise of SportsTok on 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.³ As a result, sports fandom has surged, with a US study finding 57% of users watch sports content on the platform weekly,⁴ and over half of TikTok sports fans follow a pro sports league account.⁵

Individual sports continue to grow on the platform, with year-over-year videos published in the US up across #football (+78%), #basketball (+73%), #baseball (+75%), #boxing (+99%), and #soccer (+65%) and tennis (+112%), to name a few.⁴

We've also seen the rise of emerging sports and leagues like #parkour (+73% YoY videos made), #pickleball (+130% YoY videos made), and professional women's basketball (+243%) on the platform.⁶ Through the power of short video, these sports have found new ways to share their stories, connect with audiences, and generate excitement, attracting new fans and participants.

SportsTok often features crossover content as well, with interests ranging from fashion (users showing what they would wear to football games) to gaming (athletes participating in games and even building PCs), increasing the community's scope and giving everyone a seat in the stands. In fact, 73% of users enjoy seeing a crossover between sports and other areas on TikTok.³

The power of athletes on TikTok

Athletes on TikTok have become key drivers of conversation and engagement. Their popularity is reflected not only in the content they create but also in the vast number of fan-generated videos about them. During events like last year's Spring College Basketball Tournament, fans flocked to TikTok to create content about their favorite players, often surpassing the volume of videos made around the official tournament itself.

Meanwhile, athletes themselves are increasingly using the platform to share behind-the-scenes moments, personal stories, and highlight reels, building deeper connections with their followers. For instance, 41% of basketball fans turn to TikTok specifically for unique content from athletes,⁷ making the platform a vital space for both fan and athlete-driven storytelling.

How brands can win with the TikTok sports community

To make the most of TikTok's sports community, brands should tailor their ad approach based on their specific goals.

For building brand awareness, placements like TopView and TikTok Pulse, and auction ads with the video views objective, are key to capturing attention.

For brands looking to achieve full-funnel goals, leveraging solutions like TikTok Pulse with web conversion or app install ads, depending on your objective, can drive deeper engagement and actions.

A balanced mix of these solutions helps brands stay top-of-mind while turning fan enthusiasm into tangible results.

Tapping into sports fandom on TikTok: SportsTok Playbook

For brands looking to make the most of this opportunity, explore our SportsTok Playbook. It features product mix recommendations tailored for both brands sponsoring sports leagues and those who aren't. Inside, you'll find platform and audience insights, as well as creative recommendations designed to help your brand connect with sports fans year-round.

Unlock the potential of TikTok's sports community and make your next campaign a winning play.

Sources

1. GWI, USA, Q4 2022 - Q3 2023, TikTok Users 18+ vs US Internet Users 18+. TikTok's use of this data does not equate to an endorsement.

2. TikTok Marketing Science Live Events Survey via AYTM, Nov 2023, US Results. Base: US TikTok Users 18+ who attended/planning to attend a concert in the previous/next 12 months, [Q8] (n = 290). Tiktok Users 18+ who attended/planning to attend a live sports event in the previous/next 12 months [Q20] (n = 398).

3. TikTok Marketing Science Global, Custom Olympics & Sports Survey via Suzy, January 2023, Q12: How much do you agree or disagree with each of the following statements about sports in general? n=1907 TikTok users 18+

4. TikTok Marketing Science Sports & Fandom survey via AYTM, US, June 2023, TikTok users 18+

5. TikTok Marketing Science US Sports Fandom & Events Insights Survey via Suzy, April 2022, Q: Which of the following types of sports accounts, if any, do you FOLLOW on TikTok? n=630 TikTok users 18+

6. TikTok internal hashtag data, US, Oct 2023-Sep 2024 vs. Oct 2022-Sep 2023

7. TikTok Marketing Science US Sports Fandom & Events Insights Survey via Suzy, April 2022, TikTok Weekly Users - Basketball Fans Age 18+ “Why do you watch sports content on TikTok? [Select all that apply]” n=627, April 25th 2022