Tik Tok announced a multiyear partnership Coinbase User List with soccer teams Portland Timbers and Portland Thorns FC that is designed to connect with fans through content, in-stadium moments, player appearances Coinbase User List and more, according to a company announcement. Both teams will produce weekly content on their Tik Tok accounts, and select players will create exclusive videos on the platform. Tik Tok will also be the official jersey sleeve partner for both teams in 2021, the first joint patch sponsorship of both a professional men’s and women’s soccer team in the U.S. The jerseys were revealed on Tik Tok on Feb.
A portion of proceeds from each jersey Coinbase User List and four forthcoming scarves will be donated to a Portland-area nonprofit. The partnership between Tik Tok and the Portland soccer teams seeks to tap into the surging interest in the sport on the app, as the hashtag has over 40 billion views and the Coinbase User List hashtag has nearly 80 billion views internationally, per TikTok. Dive Insight: TikTok’s partnership with the Portland Timbers and Portland Thorns FC is the app’s latest team-up with sports organizations that are increasingly looking to engage younger fans on their preferred social and mobile platforms.
The pressure to create digital content Coinbase User List has only been accelerated by the pandemic, which has kept most fans from attending live sporting events. Along with a pledge to create frequent and exclusive content that could encourage return viewers, the partnership will put TikTok’s logo on player jerseys, a move that will both increase the platform’s visibility and benefit a Portland nonprofit. The effort also puts a men’s and women’s team on equal footing. The purpose-driven elements of the team-up could help interest younger consumers who want to see brands support social causes that are important to them.