On-going AFF Suzuki Cup 2020 attracts TikTok as a marketing collaborator
The ASEAN Football Federation (AFF) has today announced that social media platform TikTok is for the first time supporting the on-going AFF Suzuki Cup 2020 as a marketing collaborator. The collaboration with the tournament is driving specially curated highlights content including best tricks, goals and saves from each of the 26 matches on to the official AFF Suzuki Cup TikTok account.
The AFF Suzuki Cup is a biennial football competition organised by the ASEAN Football Federation (AFF), accredited by FIFA, and contested by the national ‘A’ teams of Southeast Asia. The 2020 AFF Suzuki Cup national team football competition was postponed until 2021 due to the COVID-19 crisis.
Malcolm Thorpe, Managing Director, South East Asia at SPORTFIVE advises “we are really excited with the opportunity to collaborate with TikTok for this edition of the AFF Suzuki Cup. The way our digitally savvy fans are consuming and interacting with content is evolving daily. Working with TikTok gives us the chance to reach out to our Gen Z fans in a very targeted way as TikTok is the most relevant platform to this demographic and the specially curated content is a fantastic engagement touch point to grow AFF Suzuki Cup 2020’s social media presence further.”
As part of the collaboration, TikTok has set up additional tournament handles (@affsuzukicupindonesia @affsuzukicupthailand, @affsuzukicupvietnam, @affsuzukicupmalaysia) which are showcasing AFF Suzuki Cup 2020 focused content in the dedicated local languages on their platform in key territories like Malaysia, Thailand, Vietnam and Indonesia. They are also co-creating event-related content with TikTok creators which is published on TikTok.
An AFF Suzuki Cup 2020 hashtag challenge and exclusive interviews with teams and players is also featuring on the platform as part of Tik Tok’s engagement with the millions of AFF Suzuki Cup fans around the region.
TikTok Singapore's User and Content Operations Manager, Doreen Tan notes “The AFF Suzuki Cup is one of the most prestigious tournaments within the ASEAN region. TikTok is delighted to support the AFF Suzuki Cup 2020, particularly at this time where we are seeing a strong growth in sports content on our platform. With TikTok evolving into a digital home for sports players and enthusiasts alike, we look forward to growing AFF Suzuki Cup's already impressive social media fanbase further through our TikTok platform.”
The AFF Suzuki Cup 2020 has kicked off with opening matches from both Group A and B taking place at the National Stadium and Bishan Stadium respectively on 5th and 6th December 2021. The group stages will continue until 19th December, with the knock-out stages taking place from 22nd – 26th December and the two-leg finals scheduled for 29th December 2021 and 1st January 2022.
Image courtesy AFF Suzuki Cup
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