Sports clubs and teams around the world have been long trying new ways to reach a wider fan base across the globe. With major players in the sports world investing in new global brands and also in social platforms, the limits of reaching news fans every year are just beyond the eye can meet.
TikTok is a short-form video-based platform from China – also known as Douyin. The increasing popularity and use of the social app seem like the perfect way to reach a new generation of fans for football.
While the app is currently very famous in Asia, German giants Borussia Dortmund are looking to spread their fan base across the continent through the entertainment platform. The app has around 500 million downloads globally and is available in 75 different languages.
Following the likes of their European counterparts Inter Milan and AS Monaco, Borussia Dortmund becomes the first club from the Bundesliga to launch on TikTok.
The Dortmund account is all set to feature some behind-the-scenes videos, training ground snippets, and also some fan-generated content.
Taking a look at the account, the club has posted an introductory video by skipper Marco Reus, a training clip from Dortmund winger and Manchester United interest Jadon Sancho and a clip of a team photo shoot.
The club already has accounts on Asian social networks like WeChat, Weibo and Line among other widely used western platforms.
This is Borussia Dortmund’s second digital expansion in recent weeks. The German club recently linked up with Fatastec’s SWAP platform, a digital football collectibles platform where fans can collect and trade club content securely.
Currently, Borussia Dortmund stands second on the Bundesliga table.