Score, Share, Belong: Building Football Community on TikTok in the Creator Era

Football fandom has moved beyond the stadium. On TikTok, major sports moments during the World Cup or the Bundesliga become shared cultural experiences that fans, creators, and brands live through together, in real time through content, conversation, and participation. Fans come to TikTok to go deeper: to connect with players, coaches, commentators, and creators who bring the full picture, from training sessions to the moments that happen far beyond the 90 minutes.

But what does this shift mean for how football is felt, shared, and built as a culture? How are TikTok and Bundesliga working together to give fans unprecedented access? And how are creators at the center of that story?