Sponsoring a Fifa 21 esports team can help TikTok own the gaming zeitgeist – The Drum

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Gaming is popular on short-form video platform TikTok, but the company wants to make itself a home for esports, too. We look at how its new partnership with Fifa 21 esports team Tundra can help it score.

In recent months, TikTok’s been boasting to potential advertisers about its status as the place where culture begins, touting the potential for brands (such as Ocean Spray) not only to go viral on the platform but to be part of the wider internet zeitgeist. While its users love gaming content, esports creators have largely stayed on established platforms like Discord, Twitch and Reddit.

That could soon begin to change. Just last week TikTok announced its first-ever partnership with an esports team, Fifa 21-focused Tundra.

Jana Ulaite, head of brand and partnerships marketing, TikTok Europe said of the team-up: “Our users love to share their winning gameplays, rituals and triumphs, while also watching the best in the business go head to head in international tournaments. We can’t wait to see what team Tundra has in store for us for FIFA 21.”

Tundra brings esports pedigree – it boasts 2018 FIFA eWorld Cup Champion and back-to-back Xbox Champion, Musaed ‘Msdossary’ Al-Dossary, as well as talent from Russia, Saudi Arabia and Poland. And TikTok offers the year-old esports team a big name endorsement.

TikTok declined to offer further comment, but Cyril Etienne, media planner at esports-focused Hurrah Group speculates that the Tundra deal could work as a proof of concept for TikTok in

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