Football publisher Goal launches NXGN campaign with TikTok

Digital football publisher Goal has linked up with TikTok for the launch of its 2021 NXGN awards series, which rewards football’s young emerging talent.

NXGN is an annual celebration of the beautiful game’s best up-and-coming talent from across the world, featuring a 50-strong male and 10-strong female list of players who are ranked based on contributions from hundreds of Goal journalists. Previous winners of the men’s NXGN award include Jadon Sancho, Justin Kluivert, Gianluigi Donnarumma, and Youri Tielemans.

The TikTok campaign will kick-off on Sunday 21 March when the full NXGN 2021 shortlist is premiered exclusively on the short-form video app. This will be followed on Tuesday 23 March with the reveal of the full NXGN 2021 countdown across all of Goal’s social platforms and, at this point, TikTok will launch a bespoke hub through its Discover tab.

“Goal’s NXGN list is a must-see moment of the football calendar, and we’re delighted to partner with them to bring the list exclusively to TikTok ahead of its full launch,” said Arthur Guisasola, Strategic Partner Manager, Sport at Tiktok.

“We have a growing and diversifying community that is consuming more and more football content, and with many on this list also creators on the platform it’s a partnership that that makes sense.”

Over the course of next week, Goal will publish TikTok exclusive content on some of the players featured on its latest lists, including Pedri and Ansu Fati of Barcelona, Ki-Jan Hoever of Wolves, and Haley Bugeja of Sassuolo.

The campaign will also feature TikTok creators, including Ben Black (@ben), Formz (@formzofficial), and Elischa Edouard (@elischaedouard), who will share videos about their favourite young players.

“With NXGN focusing on the next wave of global talent, partnering with a platform that resonates with both young fans and players is a natural fit,” said Alex Chick, VP of Content at Goal.

“Through extending this activity to some of the biggest football influencers on the platform, as well as our own talent and accounts, we’re looking forward to NXGN dominating the football discussion on TikTok.”