TikTok Partners With MLS on Exclusive Live Stream Event

TikTok is looking to make a bigger push into sports, this time via a live-stream of Inter Miami’s upcoming finals match in the MLS, though with a catch that leans more into how Twitter has sought to integrate live sports coverage.

In Inter Miami’s upcoming final, fans will be able to watch a live-stream focused specifically on Miami captain Lionel Messi, with a player spotlight cam dedicated to Messi during play.

As per TikTok:

“When Inter Miami CF begins its quest for MLS Cup presented by Audi, the camera will be trained on Messi as he lights up the pitch. The Player Spotlight stream will live exclusively on @MLS and simulcast on @InterMiamiCF, beginning five minutes before kickoff. This will mark the first time TikTok has streamed an entire live soccer match with a single player focus.”

Though not a first for social media more broadly.

As noted, Twitter (now X) has aired several live streams of NBA games, focused on one specific player, which is seemingly more permissible as a subsidiary of streaming the match under official licensing agreements.

Twitter’s also tried that angle too, airing full NFL and MLB matches at one stage. But the cost of buying the streaming rights proved too much for the platform to keep going with.

Focusing on one player seems like a cheaper way to go, and one which, again, is allowable under the existing rights. And with a star like Messi to focus on, it could be a good way for TikTok to tap into the surrounding hype, and strengthen its bonds with sporting communities.

Though bridging the gap between a supplemental sports channel and an actual broadcaster hasn’t been a viable pathway for other platforms.

Along with Twitter, Facebook has also tried its hand at sports broadcasts, with a view to incorporating live discussion with the broadcast in a single stream. Fans haven’t really warmed to that, with most seemingly preferring to watch the match on the big screen, and check out the chatter on social during the breaks.

In theory, combining the two should work, at least to some degree. But again, Twitter tried for years to merge its popularity as a discussion app with the actual content, and it never really caught on.

So will it work for TikTok?  

The platform has become a key hub for sports-related content, particularly among younger users.

Indeed, TikTok says that its users have posted over 7 million soccer-related posts in 2024 alone, while @MLS has the largest international audience across North American sports leagues on the platform.

And given Messi’s global appeal, it does seem to make sense. However the TikTok generation is also more aligned with highlight viewing, as opposed to watching whole matches.

And a whole match focused on one player, as the play moves on off-screen at times, could also test the already short attention spans of the TikTok crowd.

Still, it’s worth an experiment, and it could provide more insight to help TikTok improve its sports content.

The live stream will be hosted on Friday, October 25th at 8:45 p.m. ET.