The Confederation of African Football (Caf) on Thursday announced their partnership with a renowned video-focused social networking service TikTok ahead of the Africa Cup of Nations (Afcon) set to start on Sunday in Cameroon.

The first of its kind partnership will “bring unmissable football content to fans, both on the continent and across the globe.”

It is also TikTok’s first big brand sponsorship deal in Africa. ByteDance, based in China, own the company.

“Through this year-long sponsorship, TikTok will be supporting the TotalEnergies Africa Cup of Nations, Africa’s biggest sporting event, kicking off on 09 January 2022 in Cameroon,” said Caf in a statement.

“TikTok will also be a part of the action for the TotalEnergies CAF Champions League 2022 and the TotalEnergies CAF Women’s Africa Cup of Nations 2022 in Morocco.”

Caf also stated that TikTok will give the African football communication “new ways of creating and engaging with African football, with cool in-app effects, a special hub for tournaments, as well as cool features and filters for the football community to enjoy.”

Mr Veron Mosengo-Omba, who is Caf’s General Secretary believes football content on the African continent is in demand and with TikTok now on board; the federation will be in a position to create and encourage online users to engage and create “the type of content that will take both brands to new markets.”

“We are truly delighted to have TikTok come on board as an official partner. We look forward to working with TikTok in creating true African football experiences for fans around the world,” added Mosengo-Omba.

“This partnership recognises Caf not just as a football body but our position as the single-biggest football entertainment producers in Africa, giving fans everywhere, world-class football experiences throughout the year.”

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