The way people discover, experience, share, and participate in sports passion is evolving rapidly: fandom is no longer limited to matchday, but thrives in the conversations, content, and communities that develop before, during, and after events. In this context, SFS 26 announces a Gold Partnership with TikTok, an entertainment platform that will bring a fresh perspective on the future of fan engagement, sports entertainment, and the role of creators into the Social Football Summit ecosystem.
In recent years, TikTok has become a true global digital terrace for millions of football fans who are transforming sports communication, shifting the fan from a simple spectator to an active content creator. The collaboration stems from a shared vision to explore how clubs, leagues, brands, and industry professionals can leverage native languages, immersive formats, and trends to reach and connect with their communities.
At the Allianz Stadium in Turin, on November 10 and 11, 2026, TikTok's presence as a Gold Partner will place case studies, content consumption trends, and strategies for building participatory communities at the heart of SFS 26. Through its sessions, TikTok will contribute to the discussion on how official content, behind-the-scenes access, and creative storytelling can help sports organizations build cultural relevance, engagement, and new growth opportunities both on and off the app.
TikTok's entry as a Gold Partner confirms SFS 26's commitment to connecting the Football Industry with leaders in digital innovation, offering industry professionals new insights into how football can meet fans in the spaces, formats, and languages where communities already express themselves.