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Goal becomes the first sports publisher to sell through TikTok’s commerce offering

Global digital football destination Goal is the first sports publisher to become a TikTok Shopping partner in the UK, launching on Thursday, September 30 with a two-hour FIFA 22 live stream.

Goal will be selling FIFA 22 and video gaming essentials to UK-based fans, who won’t have to leave the video-sharing and entertainment platform to make the purchase.

As well as FIFA 22, Goal will also be selling four PlayStation 5 (PS5) consoles, which will drop at key moments in the live stream for viewers.

The FIFA 22-led live stream will be hosted by FIFA esports caster and streamer Brandon Smith, who will showcase the new game, completing challenges and talking with fans on the live stream.

While FIFA 22 will be on sale for the duration of the stream, the PS5 consoles will be added as Smith achieves in-game milestones in FIFA Ultimate Team mode, such as scoring with a goalkeeper or unpacking a high-rated player.

Goal has more than 1.8 million followers across its global TikTok accounts, with the FIFA 22 live stream being hosted on its most popular account, @GoalGlobal.

James Lamon, SVP of Content and Creative at Footballco, said: “Social commerce is an exciting evolution in media that’s good for the audience — quick, easy, seamless. Goal is a football publisher that understands the fan and their needs. We are happy to bring this great experience to our audience on TikTok.

“Retail and gaming are two subjects that align closely with Goal audience interests. For this reason, we curate shopping content on Goal and provide FIFA guides and explainers.

“Ultimately, few things connect our fans to football as much as FIFA. The excitement around the new game is huge. Our commerce stream on TikTok is going to live up to this hype by entertaining while explaining the new game.

“By partnering with TikTok and working with Brandon, we’re excited to not only be the first sports publisher to become a TikTok Shopping partner in the UK but to do it in a way that we know will resonate with our audience.”