It marks TikTok's first major brand partnership in Africa and supports the continent's most popular sport – football. Through the year-long sponsorship, TikTok will be supporting the TotalEnergies Africa Cup of Nations, Africa's biggest sporting event, kicking off in January 2022 in Cameroon. TikTok will also be a part of the action for the the TotalEnergies CAF Champions League 2022 and the TotalEnergies CAF Women's Africa Cup of Nations 2022 in Morocco.
The collaboration will see pre- and post-match content and highlights available on TikTok, as well as football-related challenges and the chance to engage with top African footballers.
As part of the partnership, TikTok is creating a virtual stadium called #WhereAllFansPlay, where TikTok will be able to create and engage with African football, through in-app effects, a hub for tournaments, and unique features and filters for the football community to enjoy.
The official CAF TikTok account has over 1.6m followers on TikTok, while the #football and #Soccer hashtags have racked up 273.1bn and 108.6bn views to date, respectively.
This is not TikTok’s first venture into football sponsorship. It also sponsored UEFA’s Euro 2020 tournament. As part of the sponsorship, UEFA launched an official TikTok account, which attracted over 2m views in less than two weeks.
CAF General Secretary, Veron Mosengo-Omba said: “We are truly delighted to have TikTok come on board as an official sponsor. Football content in Africa is in high demand and together with TikTok we are able to create and encourage the online community to engage in and create the type of content that will take both brands to new markets.
“To us, this is not just about being a football federation but about continuing to be the single-biggest football entertainment producers in Africa, giving fans everywhere, world-class football experiences throughout the year."