Sports content is thriving on TikTok. Its head of sports explains the strategy to push deeper into the sector, from sponsorships to new in-app features

Purpose-driven sports marketing has become increasingly common among brands, Azher Ahmed, head of digital at the sports-marketing agency Octagon, told Insider.

“Every company is waking up to the reality that they need to demonstrate their values in some way, shape, or form,” Ahmed said. “When you’re sponsoring something, you’re taking a stand, literally, as a brand.”

Inside TikTok’s Global Sports Strategy: Marketing, Partnerships, Features (businessinsider.com)