The Pittsburgh Penguins and the video-sharing social media platform TikTok announced a groundbreaking first-of-its-kind partnership Wednesday morning
Around the Pittsburgh sports scene, TikTok, the platform that allows users to share short videos, is a pretty taboo subject. If you follow the NFL, the Pittsburgh Steelers, in particular, you might have heard about the Steelers’ TikTok troubles last season.
If you ask some, TikTok lost the Steelers some games last season, and if you ask others, it had nothing to do with the actual game results. A lot of people fall somewhere on that spectrum. Regardless of where you fall on that spectrum, and this is a bit of stereotyping, but a lot of older fans hate it and a lot of younger fans like it.
The Steelers and Penguins are very different teams, full of very different players. The Pens’ individual players will also not be individually posting their own TikToks, it seems, but obviously, they’ll be heavily featured in content aimed at young and old fans alike.
And I think it’s a good thing for the Pens and the NHL at the same time.
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It isn’t a stretch to call the NHL the least followed of the major four sports leagues in the United States, and it definitely receives the least air time on major sports networks — looking at you, ESPN. Finding new ways to connect with fans and showcase just much personality the players have and how beautiful the game is literally cannot hurt.
The Pens’ social media team already produces some of the best, most interactive content across all four major sports leagues, and TikTok will just be another to get to know the players, go behind the scenes and check out highlights at any time. There isn’t a downside that I can see.
The Penguins are the first team in the NHL to announce a partnership with TikTok, and according to the Pens’ press release, the Pens were the choice from TikTok because of their already strong social media presence. While the Penguins already have a TikTok account, with 159.5K followers, you can expect the engagement and content to be published at much higher levels in the future.
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