TikTok stands as the premier destination for sports enthusiasts worldwide, recognizing the profound impact of sports content in captivating audiences and fostering engagement. This interaction was clearly reflected during the AFCON 2023 tournament, where the Confederation of African Football (CAF) account on the platform reached over 8.8 million followers. More than 390,000 videos were published featuring content created by sports enthusiasts using #AFCON2023 and other related hashtags to the tournament. This remarkable achievement stands as a testament to the tournament’s unparalleled popularity and the remarkable level of engagement from content creators who embraced the event wholeheartedly.
This came as part of the partnership between TikTok and the Confederation of African Football (CAF) to support and cover the events of the 2023 Africa Cup of Nations, hosted by Cote d’Ivoire which took place from January 13 to February 11, 2024. This strategic partnership reflected TikTok’s dedication to endorsing significant sports tournaments, presenting exclusive entertainment for fans, through offering engaging and distinctive content for football enthusiasts throughout the African continent.
Within the framework of this partnership, TikTok streamed all CAF live events directly on its platform. This coverage encompasses pre and post-match press conferences, training sessions, and accredited media days. As a testament to its strategic alliance with CAF, TikTok unveiled a unique feature for the tournament — a search hub integrating official accounts of CAF, national teams, players, selected media, and content creators. Furthermore, a dedicated hashtag for the tournament, #OurAFCON, was created on TikTok to support content related to the tournament in conjunction with the existing #AFCON2023.
TikTok invited content creators from Egypt, South Africa, and Kenya to travel to Cote d’Ivoire, in coordination with CAF, to attend the semi-finals and final matches of the Africa Cup of Nations, as part of its commitment to fostering dynamic engagement and encouraging active participation from audiences in significant sporting events.
Kinda Ibrahim, TikTok’s Regional General Manager of Operations, stated, “Our collaboration with the CAF underscores our dedication to offering genuine experiences for football enthusiasts on our platform, particularly for tournaments that command substantial global attention. We recognize the growing interest in sports content and aim to strike a perfect balance between entertainment and informative content, fulfilling TikTok’s vision of building a safe community based on creativity and entertainment.”
It is worth mentioning that TikTok’s involvement in AFCON2021 as a sponsor marked a historic moment, making it the first digital entertainment platform to sponsor a major international championship since TikTok’s EURO2020. Demonstrating a steadfast dedication to delivering unique experiences for its users and supporting significant sports events, TikTok consistently strives to enhance sports content and foster meaningful connections with audiences worldwide.
