Under the multi-year agreement, TikTok will show every Burnley FC women’s home game during the 2021/22 season.
Apart from this, TikTok will also become its main sponsor. Burnley FC Women, which will play the same crest as the men’s team for the first time in the following season and will no longer sit as a separate team within the club.
Additionally, Burnley said it would partner with content creators who would work with club players to build their profiles on TikTok.
“Increasing our presence in women’s football was one of the first goals we took over the club,” said Burnley president Alan Pace. “We hope this agreement will bring our club and our players to a new generation of fans and I am delighted that from next season we will truly be a club for all: one team, under one symbol.”
The deal also spurred TikTok’s expansion into football. The platform is, in fact, a sponsor of the current European Championship, as well as a jersey sponsor of Wrexham Football Club, which was recently taken over by Hollywood stars Ryan Reynolds and Rob McElhenney.