TikTok to become principal partner of esports team Tundra

Platform Economy: TikTok smartphone app

TikTok has continued its expansion into the esports industry by signing up as the new chief partner of London-based esports org Tundra.

TikTok, which is famous for dance videos which go viral among teenagers, made its bow at the realm of aggressive, organised video gambling this year using all the TikTok Cup, an online collegiate esports championship with a $60,000 prize pool.

As part of the new partnership, which comes in accord with the release of this popular video game FIFA 21, TikTok is going to be displayed on the front of Tundra’s new jersey.

The appetite for esports, and particularly FIFA content is already proven, so the partnership is a natural fit,” explained Michael Munro, co-founder of Tundra.

Launched in 2019, Tundra’s roster comprises 2018 FIFA eWorld Cup Champion Musaed “Msdossary” Al-Dossary, that has more than 945,000 followers on social media.

“Esports has found a natural home on TikTok, with gaming content already proving to be hugely popular in our community,” said TikTok Europe’s Head of Brand and Partnerships Marketing Jana Ulaite.

Tundra also have teamed up with Italian sportswear company Kappa, that will provide the esports organisation using their brand new apparel, including their jersey and tracksuit.

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“E-sports is very much at the forefront of our strategy going forward and we believe the global appeal of Tundra is very much aligned with our own,” Dave Bandell, UK Sales Manager of Kappa said.

The team at Platform Executive hope you have enjoyed the ‘TikTok to become principal partner of esports team Tundra‘ article. Initial reporting via our official content partners at Thomson Reuters. Reporting by Arvind Sriram in Bengaluru. Editing by Christian Radnedge.

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