TikTok Changes The Game For Sports Fandom, Brands Take Note

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In a media landscape increasingly shaped by disruption and digital reinvention, the world of sports is undergoing a transformation far beyond the field. According to a report from market research firm Ipsos, produced in collaboration with TikTok, fans are no longer just watching games. They're participating in an ecosystem of viral content, second-screen engagement and creator-driven storytelling. And for brands, that evolution offers a powerful new playbook.

From locker room clips to highlight reels, TikTok has emerged as the go-to platform where sports moments live beyond the whistle. The app isn’t just fueling fandom. It’s creating it, transforming passive viewers into active participants. TikTok users are 1.5 times more likely than non-users to comment on or share their reactions during live sports events, the Ipsos research found.

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