TikTok：2025年TikTok体育营销报告（英文版）

Tapping into sports fandom on TikTokSportsTok2025Welcome to SportsTok.Where fans around the world come together to celebrate sports in all their glory.Game time is just the beginning.On TikTok, sports content goes beyond just the game. Itʼs about capturing the moments that fans canʼt see anywhere else—the behind-the-scenes stories, the culture that fuels passion, and the unsung heroes who shape the game. From locker rooms to fan reactions, TikTok gives fans access to every angle, every moment, and every story.75%of TikTok users 18+ are fans of sports¹57%of users watch sports content on TikTok weekly²Sources:1. TikTok Marketing Science Sports & Fandom Survey via AYTM, US, June 2023. Base: TikTok Users 18+ (n = 500), TikTok Sports Fans (n = 390)2. TikTok Marketing Science US Sports Fandom & Events Insight Survey via Suzy, April 2022, TikTok weekly Users Age 18+3. TikTok Marketing Science Global, Custom Olympics Survey via Suzy, January 2023The celebrationsThe behind the scenesThe cultureThe unsung heroesThe broadcast is on TV. The community, conversation and culture are on TikTok.When TikTok is more entertaining than the game³59%of users say watching sports content on TikTok can be more entertaining than the game62%watch major sports events to be part of cultural conversationsConnection drives behavior³61%feel a strong sense of community with other sports fans on TikTokTikTok acts as an entryway to sports29%of TikTok users became more interested in a sport after watching content about it on TikTok¹28%of TikTok users discovered new sporting events through TikTok content¹Audience InsightsSources:1. GWI Sports, Behavior & Social Attitudes, USA, Q4 2023. TikTok's use of this data does not equate to an endorsement.2. TikTok Marketing Science Global Olympics & Sports Survey via Suzy, January 2023. Base: TikTok users 18+ (n=1907)Account types followed by sports fans on TikTok¹80%75%44%29%19%TeamsComplete coverageAthletesLeaguesExpertsCoachesWinning MVPs and MVCs Most Valuable Creators)²Athletes on TikTokagree TikTok allows athletes and teams to build stronger connections with fans71%Even among non-avid casual sports fans:want to see athlete BTS 46% moments [Drive business impact while tapping into sports fandom. Product SolutionsBrandingBoost brand visibility and love among sports fans during key moments.1[Full FunnelDrive engagement and conversions across every stage of the sports fan journey.2**Please note there are limited availability for these offerings. Please consider complimenting your tentpole spend on other platforms with this offering.Amplify brand presence during sport tentpole moments.Branding: TentpolesAuction Video View 25% budget)TopView 75% budget)Media Flight RecommendationsRecommendations are directional only. Consult with your TikTok rep for more guidance.PreheatBuild curiosity and start to gain share of mindEvent LaunchMaximize awareness and create buzz Campaign LengthMinimum 3 weeksFrequencyMinimum 2x/weekCreativeMinimum 3 Unique