Leeds United sign up with TikTok

Leeds to sell official club merchandise through the app.

Premier League side Leeds United have become the first football team in the world to become a TikTok shopping partner. The deal sees the club be able to sell official merchandise and replica shirts on the video-sharing platform via a shopping section that will be added to Leeds United’s profile. The deal will also see the Yorkshire club’s third Adidas kit be available for fans on TikTok.

Aaron Duckmanton, Leeds United’s Global Head of Digital, said:
“We’ve seen huge engagement on TikTok since we launched on the platform, by integrating our retail products with TikTok, we hope to not only attract new audiences for Leeds United but also provide a seamless shopping experience for fans on the platform.”

Speaking about the deal, TikTok’s Head of Marketing EMEA region, James Rothwell, added:
“If you cut our product down the middle, we are selling culture and community, and to do that effectively in Europe, we have to be relevant in football. Football is the lifeblood of European culture.”

The deal was made possible after TikTok signed a partnership deal with e-commerce firm Shopify via which the video-sharing platform was able to add the shopping section on its app.