The National Football League (NFL) has forged a multi-year partnership with short-form video app TikTok that will see the league creating an official account on the burgeoning platform.

On its new channel, the NFL will produce packaged highlights, sideline moments, and behind-the-scenes footage. Furthermore, the NFL will make use of one of TikTok’s signature trends: the hashtag challenge. The partnership will also include branded opportunities for marketers to activate around ensuing content.

The first hashtag challenge has been dubbed #WeReady, and will serve to celebrate the 10th anniversary of the NFL. From Sept. 3 to 5, fans are being invited to create TikTok videos about their favorite football teams. The campaign will see participation from both popular TikTok creators and NFL teams. And to celebrate the actual kickoff in Chicago on Sept. 5, fans will be able to create TikTok videos at Soldier Field.

“Partnering with TikTok is a natural extension of our media strategy,” Blake Stuchin, the NFL’s VP of digital media business development said in a statement. “The platform reaches a fast-growing global audience of NFL fans and future fans. The NFL programming and hashtag challenges are a perfect way to kick off the NFL’s 100th season — with fun, new content that will entertain fans and invites them to celebrate and experience their NFL fandom in a way that’s authentic to the unique experience of TikTok.”

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