- LaLiga renewed its strategic partnership with TikTok to strengthen digital-first fan engagement.
- Exclusive matchday, behind-the-scenes, and short-form content will debut on TikTok before other platforms.
- The partnership extends to 28 countries, featuring in-app hubs, dedicated hashtags, and localized content.
- Both TikTok and LaLiga position the deal as a way to connect with younger, mobile-first audiences globally.
- The collaboration reinforces TikTok’s growing role as a leading sports content platform, beyond traditional highlights.
The renewal focuses on connecting with younger audiences through short-form, creative content formats.
LaLiga has doubled down on its digital expansion strategy, renewing its global partnership with TikTok. The agreement cements the platform’s role as a priority partner for delivering exclusive Spanish football content, signaling a joint commitment to meet fans where they already spend their time: on short-form, mobile-first platforms.
@laliga JAN being OBLAK. 🤯❤️ #LALIGAHighlights #LALIGAEASPORTS #AtletiRayo
TikTok’s Global Head of Sports Partnerships, Rollo Goldstaub, highlighted the ambition of this renewed alliance:
“Spanish football reaches a global audience on TikTok, this year our partnership will expand that global community allowing fans and new viewers to celebrate and enjoy amazing match action from some of the best clubs in the world.”
Exclusive Content, First on TikTok
As part of the agreement, LaLiga will continue to release exclusive content directly on TikTok before it appears elsewhere. This includes behind-the-scenes moments, matchday coverage, and creative storytelling designed for TikTok’s native ecosystem. Official hashtags like #laligaeasports and #laligahypermotion remain central to the campaign, serving as hubs where fans can immerse themselves in the latest updates.
@laliga 🧱 Odysseas. #LALIGAEASPORTS #deportesentiktok #LALIGAHighlights #SevillaVillarreal @SevillaFC
On matchdays, real-time updates will keep audiences engaged, not only through highlights but also through curated, interactive storytelling. This approach is designed to bring global fans closer to the action, moving beyond static broadcast clips into immersive, participatory experiences.
Expanding to 28 Countries
The partnership will also expand LaLiga’s footprint in 28 key markets worldwide. This includes tailored in-app hubs and localized campaigns, ensuring fans from Mexico to Morocco, Ukraine to Uganda, gain access to the same digital-first football experience.
According to Alfredo Bermejo, LaLiga’s Digital Strategy Director:
“This collaboration with TikTok strengthens our commitment to bringing LaLiga closer to fans around the world. It is a partnership that enables us to deliver innovative and engaging content, connect with new generations, and continue consolidating our growth in international markets.”
Why TikTok Matters for Sports Engagement
The renewed deal reflects a larger trend in the sports industry: the migration of fan engagement from television highlights and static media to short-form, creator-driven platforms. For TikTok, the deal reaffirms its position as the platform of choice for sports storytelling, while for LaLiga, it represents a crucial gateway to younger fans who consume sports differently than previous generations.
With over a billion users worldwide, TikTok offers LaLiga a stage not just to broadcast, but to co-create with fans—where participation, remix culture, and interactivity drive deeper loyalty.
Shaping the Future of Football Content
This deal underscores the transformation of sports media. LaLiga is not only leveraging TikTok to expand its international reach but also repositioning itself as a global cultural brand rather than simply a sports league. The renewal shows how football organizations must innovate digitally to compete for attention in an increasingly fragmented media landscape.
By anchoring itself on TikTok, LaLiga is betting that football’s next generation of fans will not just watch the game—they’ll engage with it, remix it, and make it their own.
