The partnership that redefines fan engagement, transforming the digital community into an engine of inclusion and awareness for the sports system

SFS 25 is not just an event, it is a hub where innovation meets responsibility. The announcement of the partnership with TikTok, a celebrated entertainment platform, enshrines the centrality of digital in the future of sports and explores the breaking of the boundary between digital and real.

With this collaboration, TikTok tells the SFS audience how creativity, a defining characteristic of the community that populates the platform, can become a strategic asset in sports storytelling to promote a more inclusive, socially conscious and impactful dialogue far beyond the boundaries of the platform itself.

TikTok is not just entertainment: it is a global megaphone for issues that matter. The platform has democratized content creation, giving a voice to fans of all ages and backgrounds, transcending traditional media hierarchies.

From the curve to the global

The TikTok community welcomes everyone: clubs, athletes, but most of all fans, united by the desire to share authentic experiences. This creates a sense of belonging and inclusion rarely seen elsewhere. The fan is no longer just a passive consumer of content, but is a co-creator of it, collaborating, thus, in the construction of participatory sports culture.

A new language that tells sports values

SFS and TikTok want to tell how messages about sports ethics, anti-racism, and accessibility can be conveyed with unprecedented impact. The platform then becomes a real-time laboratory for social inclusion. TikTok’s different formats-from short videos, to LIVEs, to music trends-can help make a message even more immediate, without penalizing its effectiveness. In fact, TikTok was the originator of a narrative innovation, picked up and mastered now by everyone on the app.

The ability to synthesize complex concepts (such as the ESG sustainability of clubs or the importance of rest/nutrition) into a few-minute videos is a form of communication innovation. SFS 25 will use this speed to disseminate best practices and insights from the Summit in a widespread and memorable way.

Inclusion and equity

For TikTok, the narrative of soccer-and sports in general-is democratic. TikTok is the space where all the players in the sports ecosystem – leagues, federations, broadcasters, teams, and athletes – tell their stories and participate in or generate conversations fueled by the community of fans and beyond. Over time, TikTok has collaborated with all entities in the industry to ensure that the narrative of sports, in all its facets and complexities, can be a reason for discussion and dialogue with the ultimate goal of representing everyone and inspiring action beyond the confines of the app.

TikTok, therefore, can turn sustainability concepts into popular trends. SFS 25 embraces the platform’s potential to spread positive messages and will use its typical language to talk about reducing waste in stadiums or as support for club social initiatives, turning the fanbase into a force for positive action. TikTok’s presence at SFS 25 is , is a statement of intent: the future of sustainable soccer lies in authentic connection and shared responsibility.

The Summit will also be told on TikTok and, precisely, through the immediate and universal language of video, will bring the insights, ideas and leaders, directly to the For You, ensuring that conversations about sustainability do not remain confined to conference rooms, but become an integral part of global pop culture.