TikTok enters Saudi market for the first time with football First Division: reports

Social media platform TikTok has entered the Saudi market for the first time through a partnership with Saudi football's First Division, local media reported on Wednesday.

The company signed a partnership agreement with the Saudi First Division League - also known as the Yelo League, based on the name of its main sponsor - to display clips of goals and matches on its platform.

TikTok has not released any official statement on the deal, but the move is in line with the video-sharing platform's strategy to reach out to football audiences and to display prime football-related content.

On 6 January, the company unveiled a new partnership with the Confederation of African Football (CAF) to broadcast highlights and events relating to the African Cup of Nations (AFCON), currently taking place in Cameroon. 

"[The partnership with CAF] comes as TikTok cements its position as the perfect place for football fandom and culture across both men's and women's games," the company said in a statement.

TikTok last year became the first digital entertainment platform to sponsor a major international tournament for the Union of European Football Associations (UEFA) when it sponsored the Euro 2020 tournament.