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TikTok Signs New Sponsorship Agreement with MLS

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TikTok Signs New Sponsorship Agreement with MLS

TikTok has signed a new, multi-year partnership with Major League Soccer (MLS), which will see MLS share exclusive content and in-app programming, while also incorporating in-stadium activations and TikTok sponsorship of various MLS events and tournaments.

As per TikTok:

As an ‘Official Partner’ of MLS, TikTok will be integrated into every MLS game throughout the season through various in-stadium branding, TikTok & MLS content across stadium videoboards, and more. TikTok is also the co-presenting sponsor of eMLS Cup, the League’s esports tournament. We’re excited to continue spotlighting TikTok as a place where the sports and gaming community intersect, while providing quality entertainment for all.

The partnership will provide another way for TikTok to further integrate itself with major sporting leagues, which could help to bring more fans to the app.

The deal will also bring new opportunities for creators:

Over the course of the partnership, TikTok and MLS will launch a new Club Creator Network, where TikTok creators will be paired with MLS Clubs to create exciting content during the regular season and off-season. Creators and MLS Clubs will work together to enhance the fan experience by offering unique access to their favorite MLS players and behind-the-scenes moments that can only be found on TikTok.”

The new agreement will also provide TikTok users with access to MLS content and clips, which will provide more ways for TikTok users to create their own MLS highlight videos and integrations, helping to further promote the league.

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“Throughout the season, fans can also search ‘MLS’ on TikTok and get access to the MLS Hub, featuring the newest content from MLS, its Clubs, and players – all in one place. From the Hub, fans can also access MLS’s website with more information about match schedules and scores.

As it is on all platforms, soccer content is highly popular on TikTok, with views on the #soccer tag increasing more than 500% over the past two years. That, of course, would be somewhat influenced by the World Cup, and broader engagement with that event – but even so, there’s a growing legion of soccer fans in the app, who will be keen to consume more content.

Indeed, the @mls TikTok account now has over 1.2 million followers.

As such, it makes sense for TikTok to formalize their partnership, especially as it looks to further embed itself in as many ways as it can, in the hopes of avoiding a US ban.  

I mean, that probably won’t weigh into any decision on such, but maybe, if TikTok can show that it’s a critical information channel, in a range of ways, that could help to strengthen its case.

Either way, more soccer content can only be beneficial, while the expanded sponsorship elements will bring even more exposure for the app.

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‘Wave’ of litigation expected as schools fight social media companies

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‘Wave’ of litigation expected as schools fight social media companies

About 40 and counting school districts across the country are suing social media companies over claims that their apps are addictive, damaging to students’ mental health, and causing adverse impacts on schools and other government resources.

Many of these lawsuits, which were originally filed in a variety of court jurisdictions, were consolidated into one 281-page multidistrict litigation claim filed March 10 in the U.S. District Court for the Northern District of California. Plaintiffs in the case include school districts, individuals and local and state governments. In total, there are about 235 plaintiffs.

The product liability complaint seeks unspecified monetary damages, as well as injunctive relief ordering each defendant to remedy certain design features on their platforms and provide warnings to youth and parents that its products are “addictive and pose a clear and present danger to unsuspecting minors.” 

Attorneys representing plaintiff school districts said this master complaint allows districts to share legal resources for similar public nuisance claims against social media companies in an attempt to recoup money spent addressing the youth mental health crisis.

Individual district lawsuits describe actions taken by school systems to address student mental well-being, such as hiring more counselors, using universal screeners and provding lessons on resilency building. In its lawsuit, California’s San Mateo County Board of Education also explains how it had to reallocate funding to pay staff to address bullying and fighting, hire more security staff, and to investigate vandalism. 

Schools are on the front lines of this crisis, said Lexi Hazam, an attorney with Lieff, Cabraser, Heimann & Bernstein and co-lead counsel for the plaintiffs’ consolidated complaint. 

Districts “are often having to divert resources and time and effort from their educational mission in order to address the mental health crisis among their students,” said Hazam. Students’ mental health struggles are caused largely by social media design features that “deliberately set out to addict” youth, she said. 

The design features, the multidistrict litigation said, “manipulate dopamine delivery to intensify use” and use “trophies” to reward extreme usage.


School districts “are often having to divert resources and time and effort from their educational mission in order to address the mental health crisis among their students.”

Lexi Hazam

Co-lead counsel for the plaintiffs’ consolidated complaint


But major litigation like this is likely to take many years to resolve, according to legal experts. The lawsuit is in its early stages, and the court will soon consider motions to dismiss. If the case proceeds, it will move into the discovery phase, where opposing parties can request documents and information that may not already be available.

One legal expert said getting involved in the case may actually make school districts vulnerable to legal action by parents who cast blame on them for not doing more to support students’ mental well-being. The case also discounts the positive aspects of teens’ social media use, said Eric Goldman, law professor and co-director of the High Tech Law Institute at Santa Clara University School of Law. 

“Here’s the reason why not every school district is going to sign up — first, because I think at least some school districts realize that social media may not be the problem. In fact, it may be part of the solution,” Goldman said.

The more likely reason why districts shouldn’t participate, Goldman said, is because schools would be “admitting to their parents that they aren’t doing a good job to manage the mental health needs of their student population.” 

Reducing risks

The lawsuit — known as the Social Media Adolescent Addiction/Personal Injury Products Liability Litigation — was filed against Meta Platforms Inc., which operates Facebook and Instagram, as well as the companies behind Snapchat, TikTok and YouTube. 

There’s no cost to school systems to join the litigation since the plaintiffs’ law firms are working on contingency, meaning they’re paid only if they prevail, according to several plaintiffs attorneys. 

Per the lawsuit, the social media platforms exploit children by having “an algorithmically-generated, endless feed to keep users scrolling.” 

The result, the complaint said, is that youth are struggling with anxiety, depression, addiction, eating disorders, self-harm and suicide risk. Individual school district cases folded into this litigation also claim the social media companies’ platforms have contributed to school security threats and vandalism

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“Defendants’ choices have generated extraordinary corporate profits — and yielded immense tragedy,” the master complaint declares. 


“Here’s the reason why not every school district is going to sign up — first, because I think at least some school districts realize that social media may not be the problem. In fact, it may be part of the solution.”

‘Wave of litigation expected as schools fight social media companies

Eric Goldman

Law professor and co-director of the High Tech Law Institute at Santa Clara University School of Law


The lawsuit notes the widespread use of social media among teens, as well as details troubling statistics showing increases in youth suicide risk, anxiety and persistent sadness. 

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Meet Nikola Jokic’s wife Natalija as Nuggets face Heat in Game 1 of NBA Finals

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Meet Nikola Jokic's wife Natalija as Nuggets face Heat in Game 1 of NBA Finals

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Let’s meet Nikola Jokic’s wife Natalija Macesic, who has been with the Denver Nuggets star since their high school days back in Serbia.



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An Overview of Facebook Ad Formats [Infographic]

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An Overview of Facebook Ad Formats [Infographic]

After publishing an updated guide to Instagram ad formats earlier this week, Meta has now followed it up with a Facebook version, which provides more insight into ad types, key best practices, and more, which could inform your Facebook promotion choices.

And while you likely know most of these ad formats already, it is worth taking note of the specifics, and considering how each can help to boost your on-platform promotions. Updates and tweaks are being rolled out all the time, and you need to keep your knowledge up to date to maximize each format.

The below listing includes a range of valuable notes and examples – you can learn more about each of Meta’s ad options here.

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