TikTok：2025年TikTok体育营销报告SportsTok 2025 -Tapping into sports fandom on TikTok.docx

SportsTok2025

TappingintosportsfandomonTikTok

WelcometoSportsTok.

Wherefansaroundtheworldcometogethertocelebratesportsinalltheirglory.

75%

ofTikTokusers18+arefansofsports1

57%

ofuserswatchsports

contentonTikTokweekly2

Gametimeis

Gametimeisjustthebeginning.

OnTikTok,sportscontentgoesbeyondjustthegame.It?saboutcapturingthemomentsthatfanscan?tsee

anywhereelse—thebehind-the-scenesstories,theculturethatfuelspassion,andtheunsungheroeswho

shapethegame.Fromlockerroomstofanreactions,TikTokgivesfansaccesstoeveryangle,everymoment,andeverystory.

ThecelebrationsThebehindthescenesThecultureTheunsungheroes

ThebroadcastisonTV.Thecommunity,conversationandcultureareonTikTok.

WhenTikTokismoreConnectiondrivesbehavior3

entertainingthanthegame3

59%ihore62%frplibe

entertainingthanthegame

communitywithothersportsfansonTikTok61%feelastrong

communitywithothersportsfansonTikTok

TikTokactsasanentrywaytosports

29%

ofTikTokusersbecamemoreinterestedinasportafter

watchingcontentaboutitonTikTok1

28%

ofTikTokusersdiscoverednewsportingeventsthroughTikTokcontent1

Sources:

1.TikTokMarketingScienceSportsFandomSurveyviaAYTM,US,June2023.Base:TikTokUsers18+(n=500),TikTokSportsFans(n=390)

2.TikTokMarketingScienceUSSportsFandomEventsInsightSurveyviaSuzy,April2022,TikTokweeklyUsersAge18+

3.TikTokMarketingScienceGlobal,CustomOlympicsSurveyviaSuzy,January2023

AudienceInsights

Complete

Completecoverage

AccounttypesfollowedbysportsfansonTikTok1

80%

75%

44%

29%

19%

TeamsAthletesLeaguesExpertsCoaches

Athletes

AthletesonTikTok

WinningMVPsandMVCs(MostValuable