PREMIER LEAGUE USA ON TIKTOK

The Premier League tapped us to launch its official USA TikTok channel–a bold move to grow the game among younger, more diverse American audiences. Our mission: make the world’s most iconic football league culturally relevant in the U.S. by creating a new kind of discovery platform on TikTok.

More than just driving engagement, we were tasked with using social as a marketing engine for clubs, partners, and broadcasters–all while helping spark a new generation of Premier League fandom.

From the ground up, we built and launched the Premier League USA TikTok channel around the idea of being Free to Fan. That meant flipping the script on what sports content could look like:
– Community-first moments – Elevating fan-made content that captured the culture
– Unfiltered takes – Swapping stale stats for hot takes, humor, and narrative-led edits
– Real voices – Making fans, creators, and everyday people the stars of the feed

Our content and amplification strategy leaned into creator partnerships and hands-on community engagement, helping us break through to both diehards and first-timers. We also navigated key challenges, from differentiating from the league’s global presence to making the game accessible to American audiences unfamiliar with European football traditions.