the Confederation of African Football (CAF) has a partnership with Tick tock The latter aims to bring content to fans of the sport on the continent and around the world.
The collaboration with the video-focused social networking service presents content before and after the game, highlights and football-related challenges and at the same time marks the company’s first major brand partnership in Africa.
CAF Secretary General, Veron Mosengo-OmbaHe commented: “We are very pleased to have TikTok on board as an official partner. Football content is in high demand in Africa and together with TikTok we are able to create and encourage the online community to get involved and create the kind of content that will bring both brands to new markets.
Starting this month, TikTok is supporting the TotalEnergies Africa Cup of Nations (AFCON) and is working together alongside the TotalEnergies CAF Champions League 2022 and the TotalEnergies CAF Women’s Africa Cup of Nations 2022.
“We look forward to working with TikTok to virtually create real African football experiences for fans around the world,” continued Mosengo-Omba. “We are not just about being a football association, but also continuing to be the largest football entertainment company in Africa, delivering world-class football experiences to fans all year round.”
Since the deal comes at a time when more and more companies are looking to expand into Africa, in what some experts in the field have dubbed a “key market”, TikTok has stated that it has been looking for alternative ways to engage fans “In-app effects, a hub for tournaments, functions and filters”.
In addition, the partnership was formed in the run-up to what is expected to be a major event in women’s football, while figures show that the platform’s content with “#AfricanFootball” has reached over 48.3 million views.
Sidwaba. Show, TikTok Content Operations Manager for Africa, added: “The fans on the African continent were unable to come together to enjoy the beautiful football game due to COVID-19 regulations. For us, this is also an opportunity to bring African football fans back together around the world, starting with the highly anticipated TotalEnergies Africa Cup of Nations.
“As a proud multicultural continent, Africa shines with creativity and talent. We see a lot of potential to use and promote the creative expression of football on our platform. We definitely look forward to inspiring fans to celebrate unique content in the most African way and participate in content that is unique to TikTok and provides great entertainment for the community. “
The company has cited TikTok’s growth in sports content and fans on the platform in recent years as the primary reason for becoming the first digital entertainment platform to sponsor a major international tournament UEFA With EURO 2020.
That announcement in February 2021 resulted in TikTok launching a range of fan engagement features such as AR effects, hashtag challenges, TikTok live and sounds, and current and historical footage.
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