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SportsTok2025
TappingintosportsfandomonTikTok
WelcometoSportsTok.
Wherefansaroundtheworldcometogethertocelebratesportsinalltheirglory.
75%
ofTikTokusers18+arefansofsports1
57%
ofuserswatchsports
contentonTikTokweekly2
Gametimeis
Gametimeisjustthebeginning.
OnTikTok,sportscontentgoesbeyondjustthegame.It?saboutcapturingthemomentsthatfanscan?tsee
anywhereelse—thebehind-the-scenesstories,theculturethatfuelspassion,andtheunsungheroeswho
shapethegame.Fromlockerroomstofanreactions,TikTokgivesfansaccesstoeveryangle,everymoment,andeverystory.
ThecelebrationsThebehindthescenesThecultureTheunsungheroes
ThebroadcastisonTV.Thecommunity,conversationandcultureareonTikTok.
WhenTikTokismoreConnectiondrivesbehavior3
entertainingthanthegame3
59%ihore62%frplibe
entertainingthanthegame
communitywithothersportsfansonTikTok61%feelastrong
communitywithothersportsfansonTikTok
TikTokactsasanentrywaytosports
29%
ofTikTokusersbecamemoreinterestedinasportafter
watchingcontentaboutitonTikTok1
28%
ofTikTokusersdiscoverednewsportingeventsthroughTikTokcontent1
Sources:
1.TikTokMarketingScienceSportsFandomSurveyviaAYTM,US,June2023.Base:TikTokUsers18+(n=500),TikTokSportsFans(n=390)
2.TikTokMarketingScienceUSSportsFandomEventsInsightSurveyviaSuzy,April2022,TikTokweeklyUsersAge18+
3.TikTokMarketingScienceGlobal,CustomOlympicsSurveyviaSuzy,January2023
AudienceInsights
Complete
Completecoverage
AccounttypesfollowedbysportsfansonTikTok1
80%
75%
44%
29%
19%
TeamsAthletesLeaguesExpertsCoaches
Athletes
AthletesonTikTok
WinningMVPsandMVCs(MostValuable
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