TikTok creators drive global sports engagement during AFCON 2023 tournament

TikTok emerges as the ultimate hub for global sports enthusiasts, acknowledging the profound influence of sports-related content in captivating audiences and driving interaction.

This dynamic was vividly evident during the AFCON 2023 tournament, as the Confederation of African Football (CAF) account on the platform garnered over 8.8 million followers. A staggering 390,000 videos featuring #AFCON2023 and related hashtags were shared, underscoring the tournament’s unparalleled popularity and the enthusiastic engagement of content creators who fully embraced the event.

This collaboration emerged from TikTok’s partnership with the Confederation of African Football (CAF) to provide comprehensive coverage of the 2023 Africa Cup of Nations, hosted by Cote d’Ivoire from January 13 to February 11, 2024.

Demonstrating TikTok’s commitment to promoting major sporting events, the strategic alliance aimed to deliver exclusive entertainment to fans by curating engaging and unique content tailored for football enthusiasts across the African continent.

Within the framework of the strategic partnership, TikTok streamed all CAF live events directly on its platform. The coverage included pre- and post-match press conferences, training sessions, and accredited media days.

As a testament to its strategic alliance with CAF, TikTok unveiled a unique feature for the tournament — a search hub integrating official accounts of CAF, national teams, players, selected media, and content creators.

Furthermore, a dedicated hashtag for the tournament, #OurAFCON, was created on TikTok to support content related to the tournament in conjunction with the existing #AFCON2023.

As part of its commitment to driving creator opportunities, TikTok and CAF selected creators from Egypt, South Africa, and Kenya to travel to Cote d’Ivoire and attend the semi-finals and final matches of the Africa Cup of Nations.

Kinda Ibrahim, TikTok’s Regional GM of Operations, stated: “Our collaboration with the CAF underscores our dedication to offering genuine experiences for football enthusiasts on our platform, particularly for tournaments that command substantial global attention. We recognize the growing interest in sports content and aim to strike a perfect balance between entertainment and informative content, fulfilling TikTok’s vision of building a safe community based on creativity and entertainment.”

Notably, TikTok’s sponsorship of AFCON2021 marked a historic milestone, positioning it as the first digital entertainment platform to sponsor a major international championship since EURO2020. With this milestone, TikTok proves its commitment to creating unique user experiences, supporting sports events, and enhancing content and fostering connections with audiences worldwide.


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