Objective

The Premier League's official USA TikTok channel was launched to serve as a discovery platform for younger, more diverse fans, tapping into the growing soccer and sports-interested audiences in the U.S. The goal was to break away from traditional social media roles and embrace the way modern fans experience the game—playing by their own rules and discovering the Premier League through unexpected entry points. Beyond driving engagement, our mission was to expand the league’s role as a marketing and promotional vehicle for clubs, broadcasters, and partners while fostering a new generation of American soccer fans.

Strategy

Recognizing that the U.S. sports landscape is unlike any other, we approached TikTok not as a brand but as a fan. Our content strategy, anchored in the "Free to Fan" ethos, positioned Premier League USA as an inclusive space where every version of fandom is valid. Unlike traditional sports channels focused on game recaps, our approach leaned into:

• Community-driven highlights – We tapped into fan-made content, amplifying the moments that mattered most to the audience.
• Unfiltered takes – Instead of just delivering facts, we engaged fans through hot takes, humor, and culturally relevant storytelling.
• Hollywood-style pre-game hype – We created cinematic pre-match content that built excitement in ways familiar to U.S. sports fans.
• Real people as the stars – Leveraging creators, man-on-the-street interviews, and raw, unfiltered commentary, we made sure the community saw themselves reflected in the content.

We overcame significant challenges, including:

• Differentiating from the Premier League’s global TikTok presence, which already catered to hardcore fans.
• Bridging the gap for sports fans who were soccer-curious but hadn’t yet engaged with the Premier League.
• Making the history and tradition of the Premier League accessible and exciting to a U.S. audience unfamiliar with European football culture.

Our amplification strategy revolved around creator collaborations and proactive community engagement, ensuring our content resonated with both soccer diehards and new fans discovering the league for the first time.

Results

The results spoke for themselves. In just under six months, the Premier League’s USA TikTok channel grew to over 200K followers and amassed 3.4M+ likes. Our content generated hundreds of millions of views, with viral moments spanning historical storytelling, cinematic game recaps, and cultural deep dives into the global appeal of the league.

Our "Free to Fan" approach resonated deeply, transforming Premier League USA’s TikTok presence into a must-follow destination for fans of all backgrounds. We successfully:

• Expanded the league’s reach into underrepresented communities, including Hispanic, Black, and female soccer fans.
• Captured the attention of sports fans beyond soccer, bringing them into the fold ahead of the 2026 World Cup.
• Created a new social entry point for Premier League fandom in the U.S., proving that the league is not just about tradition—it’s about discovery, passion, and personal connection.

The Premier League’s USA TikTok didn’t just meet its goals—it redefined how a global sports league can thrive on the platform, making it the best overall TikTok presence in sports today.

Media