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NRL and TikTok partnership: An Australian first

The NRL and TikTok today announced a unique partnership which is the first of its kind in Australia: exclusive content for @NRL’s TikTok account and opportunities for the NRL’s partners.

Executive General Manager of Partnerships at the NRL Jaymes Boland-Rudder said: “Our social channels across the board have enjoyed exponential growth, but none more so than @NRL on TikTok. The channel has tripled in size over the past 12 months as our team have been quick to understand what resonates strongly with the audience and haven’t been afraid to do things differently. For TikTok to partner with us and help us grow this aspect of our program is very exciting.

“This new and unique partnership is only going to enhance our offering on TikTok for our partners to enjoy as we deliver new talent and new experiences to the platform across our major event schedule.”

The partnership will be focused on accelerating the growth of the NRL’s channel, providing the opportunity for the NRL’s partners to engage new fan segments in new and innovative ways, and deliver fresh content for NRL fans.

“Mobile video has become an important way to connect with our fans and acts as a great compliment to our live broadcast moments. We work closely with all our mobile video partners however the growth and engagement we have seen across TikTok is something to are looking to fully leverage,” Mr Boland-Rudder said.”

"The NRL are one of the leading sporting leagues on TikTok, joining others globally such as NBA, NFL and UEFA, and have almost 900k followers,” added Lee Hunter, General Manager of Tik Tok Australia & New Zealand.

“TikTok has become a vibrant hub of sporting content for our billion users globally, including NRL fans looking for fresh content from the likes of Brian To'o, Kalyn Ponga, and Katelyn Vaha'akolo.

The first NRL LIVE dropped during pre-game of State of Origin I with TikTok Creator @will_yum_gibb hosting a live face-off between fans incorporating challenges, competitions, and interviews.

NRL fans can check out the NRL State of Origin Hub in-app for all content, player, and teams to follow for NRL and State of Origin on TikTok.

Acknowledgement of Country

National Rugby League respects and honours the Traditional Custodians of the land and pay our respects to their Elders past, present and future. We acknowledge the stories, traditions and living cultures of Aboriginal and Torres Strait Islander peoples on the lands we meet, gather and play on.

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