TikTok and Monumental Sports & Entertainment (MSE) announced today a multiyear partnership that will see TikTok as an official partner of the NHL's Washington Capitals. In addition, the partnership includes the Capitals road jersey, the entitlement of the Capitals 50th Anniversary Celebration, in-arena branding and unique programming elements specific to the Capitals, NBA's Washington Wizards, WNBA's Washington Mystics, NBA G-League's Capital City Go-Go and NBA2K's Wizards District Gaming.
The partnership extends TikTok's push into sports, which also includes its recently expanded NFL deal. Which is also a multi-year agreement, which seems slightly optimistic, given that the app could be removed from the U.S. from next year.
With sports rising in popularity in the app, it makes sense for TikTok to branch into new areas of sports content, while enhancing its connection to fans in Washington, many of whom work for the government, could play an additional role in softening opposition to the app.
It's another way for TikTok to strengthen its connection with U.S. audiences, and drive more engagement from sports content.
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