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Now you’ll find NFL on TikTok

News you want to use week 37.

The NFL and TikTok have announced a multiyear partnership ahead of the NFL’s 100th season, which kicks off this Thursday. The official NFL TikTok account will be sharing behind-the-scenes footage and highlight reels, and of course, memes (there’s already a “when they hold the door but you’re kinda far away” skit up). The account is part of a strategy to court a younger demographic that’s watching increasingly less football, as well as to open up the sport to a global audience through the platform’s reach. The NFL isn’t the first sports organization to partner with TikTok; Wimbledon and the NBA have both worked with the platform to promote their games.

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