• by Colin Kirkland , January 5, 2026

In an effort to help official sports organizations better utilize growing sports fandom and relevant cultural movements on TikTok, the ByteDance-owned video-sharing platform has announced a new global in-app resource called “TikTok GamePlan.”

Relevant videos will include an anchor link that is intended to drive viewers to the dedicated in-app destination where official sports-centric accounts can be discovered more easily.

The GamePlan hub will also feature live event schedules, standings, the ability to buy tickets to in-person games, and the opportunity to create fan content.

According to TikTok's announcement, 85% of fans currently use the platform as a second-screen experience during live events, while 90% make at least one off-platform action after viewing sports content.

With GamePlan, the social-media company is attempting to turn sports fandom into a more organized and participatory experience in an effort to help sports organizations, leagues, and broadcasters stand out on user feeds and better understand younger audiences' viewing needs.

GamePlan offers interested organizations a specific analytics dashboard focused on fan behavior and trending conversations within the app, as well as new ways to connect with sports content creators.

TikTok's announcement states that over 60 million creators on the platform are focused on sports content.

With the GamePlan hub, sports partners can connect with these creators “through post campaigns, Easter eggs, and incentive hubs that encourage fan-created content,” the statement reads.

Over the past few years, live sports coverage has become more popular on TikTok, with major sports organizations and traditional broadcasters forging partnerships with the video-sharing service, prioritizing user-generated content.

Specific sports and teams are seeing massive engagement increases on the app, including the International Ski and Snowboard Federation, which amassed 400 million views across its various TikTok accounts last year, with some posts increasing over 1600% YoY.

As competing video-sharing platforms like YouTube dominate larger portions of traditional sports broadcasting, TikTok is continuing to invest in behind-the-scenes influencer-style coverage while forging partnerships with professional sports leagues and teams, including ATP, Major League Soccer, Aston Martin's Formula One team, the PGA Tour, the British Olympics and Paralympics teams, the New York Yankees and more.

The resource could help sports clubs and organizations as a more comprehensive option to build a TikTok presence among fans, and to reach the next generation of sports fans. Fifty-nine percent of TikTok users indicate that watching sports content on TikTok is often more entertaining than the actual games themselves.

As TikTok looks to generate more sports discussion in the app, Gameplan could provide a pathway.