J.League nets TikTok partnership

Japan’s top-flight of football, the J.League, has announced a new partnership with short-form social video platform TikTok. The content partnership is based around growing the league’s popularity among the Gen Z audience.
The deal will see TikTok launch three ‘hashtag challenges’ during the 2022 season which will be based around having fans share their own J.League matchday experiences.

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Yoshikazu Nonomura, Chairman, J.League, spoke about the new agreement, commenting:
“TikTok has a lot of Generation Z users, which is a segment we especially want to reach. Our hope is that through this partnership they’ll learn about the league and our clubs, come to the stadium, watch games and grow an interest in soccer.
“An important part of developing our league is figuring out how to widen our circle of friends, and with one video we can extend that circle. We want to use TikTok to present aspects of the J.League that we haven’t been able to show before.”

The partnership comes at a time when J.League has started to ease its social media regulations, which now allows fans at the stadiums to post content online, something that was not allowed before.