• Loading stock data...
Sunday, July 13, 2025

TikTok, Big for Sports and NIL, Could Face U.S. Ban

  • TikTok, with an estimated 150 million U.S. users, is of growing importance to sports leagues and advertisers.
  • The platform is facing a potential ban in the U.S.
A general view of TikTok signage on the sidelines
Troy Wayrynen-USA TODAY Sports

TikTok is growing in importance to sports advertisers — but could face a ban in the U.S.

The short-form video platform has an estimated 150 million American users — nearly half the country — and companies are using the platform to leverage major sporting events.

  • Degree launched TikTok ads starring Milwaukee Bucks superstar Giannis Antetokounmpo around March Madness. 
  • T-Mobile supplemented its Super Bowl campaign with a TikTok ad buy. 
  • State Farm opted not to run a Super Bowl ad this year and prioritized the China-based social platform instead.

TikTok saw the largest growth among major social platforms last year in sports-related engagement. The platform’s sports activity grew 65% from 2021 to 2022, compared to 22% for Facebook and 8% for Twitter.

The WWE, FIFA World Cup, and NBA led the pack among major sports properties on the platform.

The platform can also influence college athletes’ NIL value. Many of the top NIL athletes by NIL earning power, according to On3, have huge TikTok followings, including Bronny James (5.7 million), Olivia Dunne (7.3 million), and Mikey Williams (2.1 million). 

Artist Beyonce in one of her signature Ivy Park collections with Adidas

Adidas Reportedly Parting Ways With Another Big Name: Beyoncé

Adidas and Beyonce have agreed to end their global partnership.
March 24, 2023

Banned in the USA?

However, there is bipartisan interest in banning TikTok in the U.S.

The Biden administration and lawmakers in both parties have raised concerns that the Chinese government could compel the company to hand over data on American users.

However, the anti-TikTok sentiment in Washington isn’t unanimous. Influential Democrats Jamaal Bowman and Alexandria Ocasio-Cortez have spoken out against banning the app.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Alex Rodriguez

Finally in Charge, A-Rod Says Timberwolves Need New Arena

Rodriguez and Lore would like to repair team relations with Kevin Garnett.
Jeff Kaplan

Letting PE Invest in Family-Owned Teams Is a ‘Watershed’

Liquidity gives owners greater flexibility to manage salary cap.

NCAA: March Madness Expansion to 76 Teams ‘Still Viable’ for 2026

Negotiations continue with media rights holder CBS and TNT Sports.
Jul 10, 2025; Las Vegas, NV, USA; Dallas Mavericks forward Cooper Flagg (32) dunks against the Los Angeles Lakers in the first quarter of their game at Thomas & Mack Center.

Cooper Flagg Makes Mavericks, New Balance Debut in Win Over Bronny

Thursday marked Flagg’s first game donning New Balance shoes.

Featured Today

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.
July 11, 2025

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
Paige Bueckers
exclusive
July 8, 2025

Women’s March Madness Expansion Wouldn’t Yield More ESPN Money

ESPN is not required to pay extra if women’s March Madness expands.
Jul 10, 2025; Wimbledon, United Kingdom; Iga Swiatek of Poland at her on court interview after winning her match against Belinda Bencic of Switzerland on day 11 at All England Lawn Tennis and Croquet Club.
July 10, 2025

Wimbledon Set to Deliver Strong Finals Matchup for ESPN

Novak Djokovic is still in the hunt for his 25th Grand Slam.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Feb 7, 2025; Storrs, Connecticut, USA; UConn Huskies center Tarris Reed Jr. (5) reacts after his basket against the St. John's Red Storm in the first half at Harry A. Gampel Pavilion.
July 8, 2025

After Decade Apart, ESPN and Big East Rekindle Media Rights Relationship

After a decade-plus apart, the network will stream hundreds of conference events.
Jul 6, 2025; Houston, Texas, USA; Mexico forward Marcel Ruiz (14) heads the ball in front of United States midfielder Brenden Aaronson (11) in the second half during the 2025 Gold Cup Final at NRG Stadium.
July 7, 2025

USMNT Struggles Still Produce Big Gold Cup Ratings for Fox

The U.S. team’s recent issues culminated in a loss to Mexico.
July 2, 2025

Paramount Settles Trump Suit Ahead of NFL Season, Skydance Merger

The deal likely allows the much larger Skydance merger deal to proceed.
Leo Messi
June 27, 2025

TNT, Club World Cup Ride Messi to Surprisingly Solid Debut Ratings

TNT Sports carries about a third of matches in the U.S.