DAZN partners with TikTok to launch football content portal in Germany

Sports streamer DAZN has unveiled a partnership with shortform mobile platform TikTok to create a new football hub on the app in Germany.

The portal will provide viewers with exclusive behind-the-scenes football coverage, including live streams, challenges, tutorials and videos from football stars like Bayern Munich’s Alphonso Davies.

It will also provide access to football-themed video tools and filters, allowing TikTok users to “show their passion for the game.” Also featured is a game that allows fans to bet on the outcome of the biggest matches in the Bundesliga, although no money is involved.

Charlotte Kohlhas, responsible for TikTok’s media partnerships in Germany, Austria and Switzerland, said: “We already have a lot of creative football content on our platform, so it was a logical next step for us to create this hub of incredible content. Right now, football fans have limited access to stadiums, so this is a great alternative on TikTok with so many possibilities to interact and for fans to feel closer to their favourite clubs and players.”

Thomas de Buhr, EVP of DAZN Dach, said the partnership would enable viewers “many new opportunities to directly access” exclusive content fro the sport-skewing streamer, which is aiming to be the biggest name in German football.

It is set to broadcast 45 matches from the Bundesliga and 110 Champions League matches for the 2020-21 season, increasing its coverage to 106 Bundesliga and 122 Champions League matches the following year.

The announcement comes days after DAZN reportedly applied for a linear broadcast licence in the country in order to distribute its DAZN1 and DAZN2 channels on cable, satellite, terrestrial and IPTV platforms.