CLUB SHORTLISTED FOR LEADERS IN SPORT AWARD

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Burnley FC & TikTok shortlisted for Leaders in Sport Award

2022-08-09T19:00:00.000Z

CLUB SHORTLISTED FOR LEADERS IN SPORT AWARD

Burnley FC & TikTok shortlisted for Leaders in Sport Award

2022-08-09T19:00:00.000Z

Burnley FC & TikTok shortlisted for Leaders in Sport Award

The partnership between Burnley Football Club & TikTok has been shortlisted in the Sponsorship Category at this year's Leaders in Sport Awards.

Hosted at The Natural History Museum, the awards ceremony will take place on the 27th September and celebrates the companies and individuals driving change and making a real difference in the industry across the last 12 months.

The Sponsorship Award searches for tailored brand-rights holder partnerships that showcase a unique partnership between parties to create unique engagement.

In February 2021, Burnley Football Club outlined its long-term intention to professionalise women’s football. The women’s team operations were fully integrated into the Club, with the aim of increasing the squad’s presence, infrastructure, and investment.

This integration with the football club, increased the opportunities for more commercial partnerships and sponsorship. Burnley FC set out key objectives, to be considered when forming commercial partnerships, with the main objective being to raise the profile of the women’s team and women’s football.

The exclusive partnership with TikTok was announced in July 2021, with both partners in the unique position to achieve this objective.

CLUB SHORTLISTED FOR LEADERS IN SPORT AWARD - Image 1

It was announced Burnley FC Women would stream every home game on TikTok as part of a multi-season partnership. It was to be an innovative move, as Burnley were the first team from the UK to stream games live on the app. It also allowed the Club to differentiate itself from other teams in the league, as it is the first partnership of its kind in the FA Women’s National League.

In addition, TikTok became the women’s team’s sleeve sponsor, with the TikTok branded home shirts available to purchase in-store, online and on TikTok. This was another ground-breaking development as it was the first time in the Club’s history that the women’s team’s home shirts had been available to purchase.

The partnership and positive association between Burnley FC and TikTok offered the Club a fantastic opportunity to increase awareness, raise brand visibility and generate a positive perception of women’s football.

Football and social media have evolved over time, fans want to be closer to the action and the players. The partnership forms a special connection between TikTok users and the women’s players, building a relationship which raises the profile of the team and ultimately grows the game, key objectives underpinning the partnership.