TikTok continues to reinforce its give attention to sports activities content material, this time through a brand new, multi-year settlement with MLB, which can see the league and groups posting unique content material to the app.
The deal was introduced by TikTok on Feb. 24, and comes because the app appears to be like to attach with the following era of sports activities customers.
The brand new settlement is an growth on the present offers TikTok had in place with the league, and it provides TikTok customers expanded entry into the game by means of extra highlights, insights and behind-the-scenes content material.
As defined by TikTok: “All through the season, MLB will share thrilling highlights after each recreation, lengthy kind movies recapping every sequence, and weekly roundups showcasing the week’s most fun baseball moments. Followers may search ‘MLB’ to entry the sturdy MLB Hub, powered by TikTok GamePlan, which offers a novel second-screen expertise that includes recreation updates, highlights, behind-the-scenes content material, and creator views — all designed to deepen engagement and drive tune-in to stay video games.”
TikTok mentioned that choose creators may even be given entry to MLB’s present and archival content material, which can higher allow them to inform baseball tales “in recent, artistic ways in which resonate with the TikTok group.”
TikTok has made sports activities content material a much bigger focus this 12 months, signing offers with the Worldwide Ski Federation forward of the 2026 Winter Olympics, and FIFA forward of the 2026 World Cup.
TikTok additionally launched its “Gameplan” providing for sporting organizations final month, which goals to assist extra sports activities leagues construct a presence within the app.
TikTok says sports activities content material is gaining extra traction within the app, with 59% of its customers who watch sports activities content material within the app indicating that they discovered it extra entertaining than the precise video games. For MLB specifically, TikTok says MLB-related posts rose by almost 60% year-over-year in 2025, with over 10.7M followers throughout MLB’s world accounts.
The partnership will present a method for the league to faucet into this rising curiosity, and align with fashionable sports activities consumption, which more and more is leaning in direction of social media, and specifically, short-form video engagement.
