TikTok is very present at the international match between Germany and France. There’s a reason for that. The video platform and the DFB have entered into a long-term cooperation.
TikTok is the official entertainment partner of the DFB men’s national team.
Anyone who looks away from the pitch during the international match between Germany and France will see a new logo in many places: TikTok. The popular video platform will now be seen more often around the national team, as TikTok is now the official entertainment partner of the DFB men’s national team.
According to a press release, the collaboration between TikTok and the DFB includes a variety of activities. This includes marketing campaigns as well as training and advertising boards from TikTok in the stadiums at home and away games of the German men’s national team before, during and after the European Championship. Short clips will also provide insights behind the scenes. This is also how we hope to win new fans. So far, the DFB has almost half a million followers on TikTok.
Partnership could spark discussions
The partnership with TikTok is not the only deal announced by the DFB these days. The Football Association recently announced that Nike will replace Adidas as the national team’s supplier from 2027. The change caused a stir. After all, Adidas has been equipping the DFB team for more than 70 years. Even Federal Minister of Economics Robert Habeck criticized the Nike deal and accused the football association of lacking “local patriotism”.
The cooperation with TikTok also poses potential problems for the DFB. In the USA in particular, the platform is viewed critically and a ban is being discussed. The reason: TikTok belongs to the Chinese company ByteDance. Many US politicians therefore fear that the Chinese state will use the app for espionage or for disinformation campaigns. In the EU, TikTok is currently only banned on the official devices of EU Commission employees. This cites data protection concerns as the reason.
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