Ladies and gentlemen, sports fans, marketing gurus—TikTok is here to stay. And if you’re not paying attention to what’s happening right now in the world of sports, especially soccer, you’re missing out on a seismic shift. This is a whole new ballgame.
Let me tell you what’s going down. In 2024 alone, we’ve seen nearly 7 million soccer-related posts on TikTok. Seven million! That’s an insane amount of real-time commentary, fan reactions, and exclusive behind-the-scenes content flooding the platform. TikTok has built a digital colosseum where the crowd’s roar is not just felt but heard globally, in real-time. And who’s leading this charge in North America? None other than the @MLS TikTok account, which by the way, has a whopping 65% of its followers based outside the U.S. If you ever needed proof that soccer is global, this is it, my friends.
But it gets even bigger. Ready for this? TikTok is about to broadcast its first-ever live soccer match, and the whole spotlight—like, literally the entire focus—is going to be on one player. Who? None other than Lionel Messi. The GOAT himself. It’s the first time in history that a match will be broadcast live exclusively on TikTok, zoomed in on Messi’s every move, every touch, every moment on the field. This is like a backstage pass to Messi’s mind, watching the game unfold from his perspective. Insane, right?
So, What’s The Play Here?
Now, I know what you’re thinking: Why does this matter? Why should sports marketers, athletes, and broadcasters care about this TikTok-Messi combo? Well, let’s break it down.
TikTok, the king of short-form video, is shaking up how sports are consumed. Traditionally, fans would sit on their couches, turn on the TV, and watch a full 90-minute match. That’s the way it’s been for decades. But in this fast-paced, content-driven world, who’s got time for that? People want quick hits of excitement, fast highlights, and real-time engagement. TikTok is the perfect platform for that.
Think of it like this: TikTok is the sports bar of the internet. It’s where fans gather to celebrate, argue, and react. But instead of just talking to the person sitting next to you, you’re talking to millions of people all over the world. And instead of waiting for the post-game show to air, you’re getting reactions live—sometimes even faster than the actual game broadcast.
Why Messi? Why Now?
Now, why Messi? Why is TikTok putting him at the center of this grand experiment? Simple: Messi is a global icon. He’s not just a soccer player; he’s a brand, a movement, a living legend. By putting Messi front and center, TikTok is creating something that transcends sports. It’s about storytelling, about building a connection between Messi and the millions of fans who follow him religiously.
This move also speaks to the way TikTok sees itself: not just as a platform for dances, memes, and challenges but as a serious player in the sports world. TikTok is betting that by focusing on Messi, they can tap into his massive, global fanbase and convert them into TikTok users. It’s like a gravitational pull. Once you’re on TikTok to watch Messi, you’re going to stay to watch everything else—whether that’s MLS content or the next viral sports moment.
But Wait, What About Traditional Broadcasters?
Now, let’s pump the brakes for a second. Not everyone is convinced this TikTok strategy is a slam dunk. Some critics argue that streaming entire matches on TikTok could dilute the experience. Soccer is a game of ebbs and flows, they say—a 90-minute chess match, where the buildup is just as important as the final goal. The concern is that focusing solely on Messi in a TikTok live stream reduces the game to just one person, missing the nuances, the teamwork, the strategy.
And hey, they’ve got a point. Soccer purists might say, “What about Busquets? What about Alba? What about the other players who make this game so rich?” It’s like going to a restaurant and only being served dessert. Sure, Messi is the chocolate cake, but you’re missing the steak, the appetizers, the whole meal.
But here’s where TikTok’s genius shines. This isn’t about replacing the traditional broadcast. It’s about complementing it. For the full match experience, you’ve got Apple TV’s MLS Season Pass, where you can watch the entire game in all its glory. But if you’re a Messi fanatic, if you want to laser-focus on the GOAT, then TikTok gives you that intimate, player-centric view. It’s the best of both worlds. And that’s what makes this strategy so powerful. You’re not losing anything—you’re gaining another layer of storytelling.
The TikTok Playbook: Lessons for Marketers
Alright, sports marketers, listen up. This is where the rubber meets the road. TikTok’s strategy with Messi offers a blueprint for any brand, team, or athlete looking to dominate the sports content space.
First off, lean into storytelling. It’s not just about the game; it’s about the journey. Fans want to feel connected to players, and TikTok’s live-streaming of Messi is all about creating that personal connection. How can you do this for your athletes or team? Focus on the individual stories—those moments that make fans feel like they’re part of the action.
Second, be where your audience is. TikTok’s demographic skews younger, which is exactly what soccer needs to capture. If you’re marketing for a team, league, or athlete, you can’t just rely on traditional media anymore. You’ve got to be on TikTok, Instagram, YouTube—wherever the next generation of fans is hanging out.
Lastly, don’t be afraid to experiment with new formats. TikTok’s Messi spotlight isn’t your typical soccer broadcast, and that’s the point. They’re pushing the boundaries of how we consume sports content. You should be doing the same. Whether it’s behind-the-scenes footage, player vlogs, or fan reactions, find ways to make your content fresh and engaging.
Conclusion: A New Era of Sports Broadcasting
TikTok is taking a massive step forward, and Messi is their torchbearer. This is more than just a cool marketing gimmick. It’s a shift in the way sports are experienced—faster, more personal, and more interactive than ever before. We’re witnessing the future of sports broadcasting unfold in real time.
Quick business breakdowm, let’s talk dollars and cents—sponsors and brands, listen up. This move is a goldmine for you. By leveraging Messi’s unmatched global reach through TikTok, brands attached to the MLS and Messi are tapping into an international audience that craves authentic, real-time engagement. With 65% of MLS TikTok followers based outside the U.S., this is a major win for global sponsors. Whether you’re Adidas, Pepsi, or any other brand riding the Messi train, this opens the door to millions of overseas fans who are not just watching but actively engaging with your product in a way traditional media can’t compete with. It’s like having a front-row seat to a worldwide brand love fest, where every highlight, every goal, every Messi moment gets stitched into millions of TikTok feeds. This is visibility on steroids, and for brands, that’s the holy grail.
So, if you’re in sports marketing, an athlete, or just someone who loves the game, the message is clear: Get on board, or get left behind. The TikTok-Messi partnership isn’t just a one-off event—it’s the beginning of a new era, and the only question left is, Are you ready to play?
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