DFL and TikTok launch content partnership

Photo: DFL/Getty Images/Simon Hofmann

13 November 2025 – The DFL Deutsche Fußball Liga is strengthening its social media activities and has entered into a partnership with TikTok. With this move, the DFL is increasing the digital presence of the Bundesliga and Bundesliga 2, boosting their visibility among younger, digitally savvy target groups.

There are already over one million posts on TikTok under the hashtag #bundesliga. The reach of the Bundesliga channel on the platform has increased by 227 percent compared to the previous season. In terms of reach and engagement, September 2025 was the most successful month for the Bundesliga on TikTok so far. With the new content partnership, the fan experience around the Bundesliga on TikTok will now be sustainably expanded.

As part of this, the Bundesliga will receive its own TikTok microsite as well as an expanded search hub with new interactive features. Content from clubs, players, and partners, as well as the current tables and match schedules of the Bundesliga and Bundesliga 2, will be integrated. The DFL itself will publish significantly more content on the platform and more than double its video production, including match scenes, interviews, and insights from the Bundesliga, clubs, media partners, and players. In this way, the digital reach of the Bundesliga and Bundesliga 2 will be expanded and fan engagement strengthened.

The strong momentum of recent months shows that the community is demanding more Bundesliga content on TikTok.

Carsten Ruppel, Director Content & Media Production, DFL Digital Sports

“TikTok offers us the opportunity to reach new target groups: digital, interactive, and up close. With the Bundesliga Search Hub, we are creating a unique content environment where fans can discover and share content from the leagues, clubs, and media partners even faster. The strong momentum of recent months shows that the community is demanding more Bundesliga content on TikTok – and we are now delivering it,” says Carsten Ruppel, Director Content & Media Production at DFL subsidiary DFL Digital Sports.

“The Bundesliga has achieved impressive success on TikTok. Over one million posts, record reach and engagement in September. Now, the football community can find all content in one place. We are delighted to further expand the experience for football fans on TikTok together with the DFL,” says Karsten Samland, Head of Publisher Management DACH TikTok.