TikTok and Sport


A growing number of fans, including younger people, are turning to TikTok for sports coverage. Increasingly, athletes and teams are creating content for them that is adapted to this platform. What opportunities does this environment and a growing appetite for short form content create for Public Service Media (PSM) organizations and Sports Federations?

This e-Master Class explores new forms of storytelling by clarifying the language of TikTok and how to apply it to sports to create compelling content. Building on learnings from TikTok’s coverage of the UEFA Women’s EURO England 2022™, this e-Master Class will give you the tools and inspiration you need to get your plan ready in time for the FIFA World Cup Qatar 2022™

In this course, we will explain and use a model based around unlocking the power of the three Ps
•    Passion
•    Performance
•    Personality

PSM is uniquely placed to deliver all three elements of the model on TikTok and connect impactfully with sports fans, including younger people. This e-Master Class will explain how.

Who it's for

•    Sports editors
•    Sports journalists
•    Social media editors
•    Social media journalists
•    Sports content strategists

Guest Speaker (TBC)

Bavo Mortier, Digital Creative, Sporza, VRT
Bavo says, "With Sporza, the sports brand of the public broadcaster in Belgium, we are trying to be very active on Tiktok. Over the period of one year, we gained over 75k followers, 2.5 million likes and made 2 top videos with 1 and 1,8 million views”

Skills learnt

Audience needs: Review how younger audiences are using and consuming sports content
Business: Explore how rights deals can affect your content on TikTok
Diversity: Why TikTok is a good place to trial new faces/voices
Editorial skills: Learn the language of TikTok
Social media: Unlock the potential of interactions
Storytelling: How to create new formats for TikTok
Strategy: Explore how TikTok is a companion platform for sports.


Please note that between sessions, trainees will be asked to practice their skills by working in groups to produce a TikTok story. This may require up to a couple of hours of collaborative remote work with other trainees in the course.

While we encourage trainees to take up the chance to practice what they’ve learned, we understand it may not always be possible because of other commitments outside the e-Master Class. If this is the case, please discuss this with the trainer. 

Topics Covered

•    An overview on sports content and young audiences.
•    How to create formats for TikTok sports coverage.
•    Why passion and personality are important and how to bring them to users.
•    Ways to interact impactfully with users on TikTok. 


Tuesday 11th October 2022 - 10:00 to 12:30 CEST
Wednesday 12th October 2022 - 10:00 to 12:30 CEST
Thursday 13th October 2022 - 10:00 to 12:30 CEST

Equipment Needed By Participants

TikTok app installed on mobile device