Football is widely considered the most followed sport on the planet. Quite prominently a large portion of the reason is that top clubs have been going the extra mile to reach new global audience every year.
Entering an age of millennials, new digital platforms are being considered critical in this area. Take short-video platform TikTok for example. Now, joining a host of major European names on the platform, Liverpool becomes the first Premier League side to join the short-video app.
Liverpool is all set to use the platform to showcase some behind-the-scenes footage, including coverage from their training grounds, just like the other European clubs are doing on TikTok.
Adding the Chinese social media platform to its media output, Markus Breglec, marketing, and media senior at Liverpool said that this is an attempt to reach out to potential new audience globally, specifically targeting the younger generation. This initiative will see the Anfield club add to their massive 66-million strong fan base.
Markus said, “We’re always looking for creative and innovative ways to strengthen our close ties and engage with our fans around the world. We are proud to launch our new official channel on TikTok [with whom] we see a lot of potentials to reach a new and younger audience with interesting, engaging video content.”
In recent months, many big names in the football world have taken to join the short-video platform. In April this year, TikTok also signed its first football partnership with Bundesliga giants Borussia Dortmund, as part of their global marketing collaboration.
Liverpool’s move comes ahead of their second consecutive Champions League finals, which will be played against fellow English side Tottenham Hotspur in Madrid on June 1.
TikTok’s partnership manager Normanno Pisani said, “Liverpool has always created incredible content to connect with its fans around the world. With TikTok’s unique format, we believe fans will be able to enjoy this content in a fun and engaging way.”