• by Colin Kirkland , May 19, 2023

TikTok is continuing its investment in sports content by extending its partnership with the New York Yankees and the YES Network.

Together, they plan to create more exclusive in-app Yankees content while driving more TikTok exposure via in-stadium activations and programming.

Since the Chinese-owned company originally announced its multi-year deal with the Yankees in 2020, the team has become the most followed MLB team on the platform, accumulated over 1 million followers and 2.7 billion views for #Yankees, per TikTok.

Both entities have agreed to work together to bring “increased content” to TikTok throughout the season, including interviews, behind-the-scenes clips, player moments, and more, while TikTok will continue to be seen as an “Official Partner” of the New York Yankees at every game via signage on home plate and outfield video boards.

In addition, TikTok says it will be featured in YES Network broadcasts via in-game commercials, on-air mentions, and TikTok-related segments. Two “TikTok Days”-- on August 20 and September 23 -- will also be hosted at Yankee Stadium featuring exclusive merch, TikTok creator moments and more.

Yankees Senior Vice President Of Partnerships Michael J. Tusiani says TikTok has allowed for content that “illuminates” the personalities of the players. “Continuing our relationship allows us the opportunity to connect with a younger demographic and grow its interest in the Yankees and the game of baseball,” he added.

TikTok has been investing more energy and money in major league sports.

In March, TikTok signed a partnership with Major League Soccer, which features 29 clubs across the U.S. and Canada, devoting an “MLS Hub,” where fans can see new content from players.

Just last week, the company also released a report showcasing how sports content is becoming more popular on the platform. According to internal research, video views for #hockey, #basketball, #rugby, #volleyball, #football, #cricket, and #baseball were all up year-over-year, many up over 100%.

According to the company, baseball content is especially popular, with over 58 billion views for #baseball to date.

With all sports gaining more momentum and exposure on TikTok, advertisers and brands can use the app to capture the attention of sports-centric entertainment.

TikTok has also noted that videos featuring fans’ favorite athlete or team, behind-the-scenes footage, comedic material, live-stream content, and sports reenactments made up the top five sport-related ads and content users wanted to see from brands.