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TikTok’s NHL sponsorship marks latest move in sports fan acquisition push

Singer Willow performs on the TikTok Tailgate Stage before the Heritage Classic in Hamilton, Ontario, March 13, 2022. (Photo by Vaughn Ridley/Getty Images)

TikTok’s February deal with the NHL revealed the platform’s willingness to invest more than the norm to increase its audience and drive engagement through sport.

TikTok is paying more than the typical sponsor in the NHL’s North American market-only tier because it will activate a broader suite of rights than other sponsors.

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