Social Network Platform, TikTok and the Confederation of African Football (CAF) have announced a year-long partnership that will bring live football content to its one billion users across the world. The Sponsorship marks TikTok's first major brand partnership in Africa, supporting the upcoming African Cup of Nations (AFCON) tournament which starts January 9, 2022 in Cameroon as well as the CAF Champions League and Women's AFCON later in the year in Morocco.
In a statement, TikTok Content Operations Manager for Africa, Boniswa Sidwaba, said “Fans on the African continent have not been able to come together to enjoy the beautiful game of football due to COVID-19 regulations. For us, this is also an opportunity to bring African football fans around the world together again, online, starting with the much anticipated TotalEnergies Africa Cup of Nations.
“As a proudly multicultural continent, Africa is beaming with creativity and talent. We see a lot of potential to harness and cultivate creative football expression on our platform. We certainly look forward to inspiring fans to celebrate and participate in content unique to TikTok, in the most African way possible, providing great entertainment for the community.”
Speaking on the development, the General Secretary, CAF, Veron Mosengo-Omba said “We are truly delighted to have TikTok come on board as an official partner. 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.”
He added that the partnership will allow fans experience unforgettable moments together including pre and post-match content as well as other football-related challenges.
“We are truly delighted to have TikTok come on board as an official partner. 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. We look forward to working with TikTok in creating true African football experiences for fans around the world.
“This partnership recognises CAF not just as a football body but our position as the single-biggest football entertainment producers in Africa, giving fans everywhere, world-class football experiences throughout the year,” Mosengo-Omba said.