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TikTok connects sports fans and creators worldwide, driving engagement and fueling a passionate global community. With 85% of fans using TikTok as a second-screen experience during live events, and 90% taking at least one off-platform action after viewing sports content*, sports partners now have a powerful new way to turn that attention into action.Introducing TikTok GamePlan, a comprehensive product suite that allows sports teams, leagues, and broadcasters to drive discovery, deepen engagement, and deliver real business results.Turn viewers into active fansTikTok GamePlan transforms how fans experience sports on TikTok. An anchor link on relevant videos drives to a dedicated in-app destination where fans can discover official accounts, check schedules and standings, buy tickets, add games to their calendars and create their own content - turning passive scrolling into meaningful action.Amplify through creatorsMore than 60 million sports creators are already celebrating the teams, athletes, and moments they love on the platform, and TikTok GamePlan helps partners tap into this community through post campaigns, easter eggs, and incentive hubs that encourage fan-created content. With content from official accounts (64%), creators (63%), and fan-generated content (60%) driving nearly equal engagement*, every voice in the sports ecosystem matters. And since fans are 42% more likely to tune in to live matches after watching sports content on TikTok*, every video becomes an opportunity to grow your live audience.Optimize with real-time intelligenceTikTok GamePlan's comprehensive analytics dashboard provides valuable insights into fan behavior and trending conversations, helping partners understand what resonates and how to activate most effectively around their properties."TikTok GamePlan turns passion into action, representing the next evolution in sports engagement on the platform" said Rollo Goldstaub, TikTok’s Global Head of Sports Partnerships. "By meeting fans where they already are, our sports partners can connect videos to dynamic in-app destinations that encourage fans to discover official accounts, create content, check live scores and tune in - all while tapping into real-time trends, data and conversations across the platform."Partners are already seeing results. Earlier this year we partnered with DAZN, the world’s leading sports entertainment platform, for the FIFA Club World Cup 2025™. During the tournament, they leveraged TikTok GamePlan to empower fan conversations, increasing their TikTok followers by nearly 200% and driving over 500k fans to continue their journey on DAZN's platform."Through TikTok GamePlan, we are able to connect with fans in new, dynamic ways, combining DAZN’s sports storytelling with TikTok’s innovative platform" said Joseph Caporoso, President at Team Whistle, a DAZN Group Company. "The powerful products enabled us to reach new audiences, engage existing supporters, and drive tune in for meaningful results during the FIFA Club World Cup 2025™, growing the global soccer fandom."Now available globally, TikTok Gameplan transforms the vibrant TikTok sports community into a powerful engine for discovery, amplified passion, and measurable results for partners around the world.*TikTok Sports Messaging Research, commissioned by TikTok in collaboration with Ipsos, Global results, September 2025...

TikTok returns as the official entertainment partner of the International Ski Federation (FIS) after its premiere last year, bringing the best of winter sports to a billion people on the platform around the world. Last season, winter sports on FIS accounts hit a new record with over 400 million views, becoming a global phenomenon, powered by incredible content featuring the world's best skiing and snowboarding athletes.Taking winter sports from the slopes to your For You feedThroughout the 2025/2026 winter sports season, fans will once again enjoy a front-row view of the most compelling moments through behind-the-scenes access across FIS' nine dedicated competition TikTok accounts. From Alpine Skiing, Ski Jumping, Snowboard Freestyle and beyond, TikTok's thriving #wintersport community brings the atmosphere and thrill of the competitions to the platform.Empowering athletes to share their storiesTikTok and FIS are also introducing a dedicated program focused on supporting athletes as they grow and sustain their presence on the platform through workshops and educational sessions. World-class athletes of all snow sports disciplines — hailing from 141 nations associated with FIS — will be able to connect with fans and sponsors, helping them share their passion with the global TikTok community. This includes athletes like Lindsey Vonn (@lindseyvonn), Andri Ragettli (@andriragettli), Sofia Goggia (@sofiagoggia), Mikaela Shiffrin (@mikaelashiffrin), Chloe Kim (@chloekim), and Scotty James (@scottyjames31). @mikaelashiffrin Too hard to find words for a caption…so let’s talk through the day instead❤️ (🔊sound on) Monumental steps for me. Super-G is beautiful❤️ #skiing #fyp #ski #skitok ♬ original sound - mikaelashiffrin New digital strategy drives strong growth across the FIS channelsThe momentum behind FIS' presence on TikTok continues to surge each winter sports season. Last year, content across FIS' nine competition channels skyrocketed, with posts increasing by over 1600%, bringing the excitement from the snow to the TikTok community. This resulted in more followers (over 600%), as well as higher levels of reach and engagement (+4400%). One of the season's standout moments on the platform was a jaw-dropping Ski Jumping clip of Austrian Daniel Huber, which saw over 100M views and drew more than 30k comments, reflecting just how global the #wintersport community has become.On the extended partnership, Benjamin Stoll, Digital & Innovation Director at FIS commented: "Winter sports have a unique ability to engage people everywhere, and our goal is to bring that excitement even closer to fans. TikTok gives us and the athletes a powerful platform to share stories and the standout moments that define our sports. We’re excited to partner with TikTok again this year to welcome new audiences into skiing and snowboarding.”Dominic Burns, Head of Operations at TikTok UK, Ireland, and Nordics at TikTok said: "Winter sports continue to captivate and inspire the TikTok community globally. Our partnership with FIS enables us to supercharge this discovery, by bringing athletes, creators and fans together through competitions, workshops and new content formats; we're supporting iconic sports like Ski Jumping and Snowboard Park and Pipe to find new audiences all around the world. More than a billion people come to TikTok to discover something new, and we look forward to seeing how our community responds to this next chapter of Winter sport."Where you can find all the #wintersports action on TikTokFans can tune into all their favorite winter sports competitions at nine dedicated FIS TikTok channels:@fis.ski for alpine skiing@fisparkandpipe for slopestyle, halfpipe and big air (freeski and snowboard)@fis.noco_loco for Nordic [email protected] for cross-country [email protected] for ski [email protected] for moguls and [email protected]_racing for snowboard cross and snowboard alpine@fisskijumping for ski jumping and ski [email protected] for para snow sports...

The inaugural TikTok Awards in the US just wrapped, and the creators who defined the year are officially crowned. After a night filled with show-stopping moments, creator highlights, and your votes leading the way, we’re proud to reveal the standout voices, trends, and talents who defined TikTok this year.The TikTok Awards brought together our community of more than 170 million Americans to celebrate the creators who shaped culture across food, fashion, entertainment, sports, learning, and more. This inaugural ceremony marked a new era of recognition on TikTok, honoring those who turned creativity into real cultural impact. If you missed it LIVE, the ceremony will be available on demand tomorrow at 5:00 p.m. ET on Tubi, the official streaming partner of the TikTok Awards 2025.The TikTok community across the US had their voices heard, with millions of votes cast, and today, we are thrilled to unveil the winners of the TikTok Awards US 2025.TikTok Awards US 2025 WinnersCreator of the Year@keith_lee125, Keith LeeTikTok is proud to celebrate the spirit of our Creator of the Year winner, Keith Lee, who uses his platform to uplift small businesses, address food insecurity, and create positive, real-world impact, by contributing a $50K donation that will help Feeding America directly support communities in need across the country. TikTok's donation will provide half a million meals to families through their nationwide network of food banks, statewide food bank associations, food pantries, and meal programs.Video of the Year@bretmanrock @bretmanrock Me and the girlies ♬ original sound - Franklin Saint Rising Star of the Year (sponsored by e.l.f. Cosmetics)@findjeremiahBreakthrough Artist of the Year@alexwarrenStoryteller of the Year@tinekeyoungerMuse of the Year@parishilton @tiktok Sliving for our Muse of the Year, @ParisHilton ♬ original sound - TikTok TikTok for Good Award@valentinebrothersMy Show is On Award [Film & TV]@dayanechrisselMVP of the Year [Sports]@mariahcroseOkay Slay Award [Fashion/Beauty]@katiefangggI Was Today Years Old Award (sponsored by H&R Block)@lawbymikeImmediately Added To Cart Award (presented by TikTok Shop)@klothesmindedCapCut Creator of the Year@reciderTikTok LIVE Creator of the Year@eliesparzaaHighlights from the TikTok Awards 2025Hosted by actress, producer, entrepreneur, and author La La Anthony at the Hollywood Palladium in Los Angeles, the TikTok Awards US brought creators together for an unforgettable night. Presenters, including Paris Hilton, Jordan Chiles, and Josh Richards, helped honor the innovators driving culture forward on TikTok.Ahead of the show, creators stepped onto the vibrant razz-colored carpet — a bold evolution of classic award-show red carpet glam. Our LIVE pre-show hosts and correspondents Dylan Kevitch, Hannah Kosh, and Taylor King were on the scene with all of the star-studded arrivals and an all-access look into the first-ever TikTok Awards in the US.The show burst to life with an electrifying opening sequence that blended TikTok’s past, present, and future. A rapid-fire evolution of iconic clips, from early platform trends to 2025’s culture-defining moments, flashed across the Palladium’s screens.That energy surged into a live variety-style opening number led by Mikey Angelo, who officially revealed an exclusive, original TikTok version of his annual year-end wrap with dancers, creator cameos, and fan-favorite TikTok moments revealed around him on stage. The audience erupted when gold-medalist Jordan Chiles and Ezra Sosa reprised their Dancing with the Stars pairing during Recap Guy's performance.The night’s headline musical act delivered a defining “you had to be there” moment as the multi-platinum, GRAMMY-winning global superstar and cultural icon Ciara lit up the Palladium with a high-octane medley of hits, including bops like "Ecstasy" from her newest album CiCi as well as iconic songs like "Goodies", "1, 2 Step" and "Like A Boy."In one of the evening’s most exciting surprises, Mr. Fantasy emerged from the audience, taking the mic with his signature eccentric charm before inviting a fan to collab with him onstage.Across the night, the Palladium turned into a living FYP for the audience in the room:Labubu Cannon sent plush collectibles soaring into the crowd, triggering full-room FOMO and playful chaos.Creator Collab Cam paired unexpected creator duos for spontaneous selfie linkups.FYP Food Drop delivered 2025’s biggest food trends directly to creators’ hands, spotlighting the dishes that dominated TikTok this year.✨ Experiences and Sponsor ActivationsThe venue buzzed with interactive brand moments woven seamlessly into the creators' experiences on-site. Title sponsor, e.l.f. Cosmetics took center stage and in the room, alongside sponsors H&R Block and Carl’s Jr., and TikTok Shop, CapCut and TikTok One:e.l.f. Cosmetics Glam HubAs title sponsor, e.l.f. brought its Glow Reviver Collection to life through “Lippie Land,” an immersive funhouse featuring a Glam Station to test viral favorites — including the newly launched Glow Reviver Slipstick, the No. 1 lipstick/lip gloss and No. 1 overall makeup SKU on TikTok Shop the week of 12/10 — alongside fan-favorite lip oils and balms. Guests personalized shades at a customization bar, snapped s(e.l.f.)ies at an e.l.f.-inspired photo wall, rode a Glow Reviver–themed carousel, and left with products from the brand’s prize station.TikTok Shop Pop-UpTikTok Shop transformed the space into a “scroll-to-IRL” discovery zone, spotlighting buzzy products and offering creators instantly shoppable moments, culminating in the Immediately Added to Cart Award presented onstage.H&R Block Knowledge CornerThis activation brought a clever nod to the “I Was Today Years Old” category, giving creators quick, fun, finance-made-easy content prompts inspired by viral learning moments.CapCut Creative CapsuleCapCut’s interactive editing booth allowed guests to recreate trending edits, cinematic transitions, and AI-powered moments — a nod to the platform's massive creative impact throughout the show.TikTok One Monetization HubTikTok One powered up the event with charging stations and a social bar, creating moments for creators to recharge, connect, and spark buzz around monetization. Through the TikTok Awards "Branded Buzz" activation, creators were invited to share their monetization journey on TikTok for a chance to earn—marking a new way for creators to access brand-led opportunities through TikTok One.Club Carl'sFollowing an exciting night of recognition and celebration, Carl’s Jr. opened its Club Carl's Late Night station at the Hollywood Palladium, serving attendees fan-favorite menu items, including the Big Western Bacon Cheeseburger, fried zucchini, and waffle fries. The experience was brought to life by the Sauce Squad, who handed out Carl’s signature sauces, while a DJ set the tone and ended the night on a high note.Thank you to the millions across the TikTok community who voted, tuned in, and celebrated with us. The inaugural TikTok Awards in the US was built by and for the creators and fans who shape culture every day on our platform. Your energy, your passion, and your love for creativity made this night possible.You can find photos from the Awards here (Photo credit: Getty Images for TikTok; Phillip Faraone or Kevin Mazur)....