Big European clubs partner up with new video-platform – English clubs hesitate

8 May 2019

Bayern
Photo: Getty Images Bayern Munich are amongst those big European clubs using Tik-Tok as a tool to engage with young fans. Pictured is Bayern Munich legend, Miroslav Klose (R) autographs a young fan shirt during an event in Singapore in Singapore.

The Chinese video-sharing platform Tik-Tok is widely popular with young people but faces problems with authorities in different countries.

Bayern Munich explains why they believe it is a tool to connect with future fans.

Some consider it a potential goldmine for sports leagues looking to connect with Generation Z.

Henrik Lønne loenne@offthepitch.com

You might ask someone at Bayern Munich, Dortmund, Inter Milan or Monaco, but if you do not know what TikTok is, asking the nearest teenager will probably be your best bet for an explanation.

The short answer is that it is an online video-sharing platform founded in China in 2016 as Douyin and owned by ByteDance.

In 2017 the latter acquired musical.ly and then merged it with Douyin to form what is now internationally known as TikTok, which, according to several reports, has 500 million users globally.

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