The partnership between Al Jazira and TikTok wins the SPIA 2021 Best Sponsorship Collaboration Award


The partnership between UAE league champions Al Jazira FC and TikTok was recognized as the “Best Sponsorship Collaboration Award” in the SPIA series (2021 Sports Industry Awards) last night.

The collaboration was launched in October at the start of the domestic football season and is the first partnership between a football club and the fastest growing social media video platform. With more than 300 videos with 44.5 million views and nearly 1 million likes, Al Jazira’s TikTok account became the club’s most visited social media platform, making Pride of Abu Dhabi the fastest growing social media club in the UAE.

The collaboration reached more than 108 million hashtag views (#AlJazira) while becoming the club with the highest fan base in the United Arab Emirates and the third highest in MENA. She aimed to reach fans in unforeseen ways during the global pandemic, while making the team’s journey to win the title from home.

The 2021 edition of SPIA, hosted at the W Hotel in Dubai, comprised a total of 21 award categories recognizing the achievements of the sports industry in the Middle East. Al Jazira’s ‘Best Sponsorship Collaboration Award’ won notable nominations including Rakbank and Barcelona Platinum Credit Cards, Mai Dubai and City Half Marathon, and Citbank and the International Paralympic Committee.

The partnership witnessed unique and fan-rich content from Al Jazira that was widespread across TikTok. In return, the TikTok brand was heavily represented in the Mohammed Bin Zayed Stadium and in the team’s limited-edition jersey honoring the frontline heroes in the early stages of the football season. During all 13 home games, Al Jazira’s LED perimeter boards marketed the TikTok brand in 30-second rotations.

On this occasion, Al Jazira CEO Ali Youssef Al Hammadi said: “First of all, I would like to congratulate all the nominees and winners. It is a great pleasure for us to belong to such a special and innovative brand group. We are all very proud of this award. She is a real testament to the brilliant work our team has done over the season. As two trend-setting brands, our partnership with TikTok really fits together perfectly. It is an honor to be the first football club to partner with the popular social media platform and shows how important the club is to the commitment and innovation of the fans. TikTok provided a great platform for all of our fans at a time when they couldn’t support us in stadiums. We were all blown away with the dedication and excitement they showed during the season. Finally, I would like to congratulate everyone at TikTok and the Al Jazira family. It’s been a memorable year for the Pride of Abu Dhabi on and off the pitch and we look forward to doing bigger things next season. “

TikTok sports director MENA Mohammed Harb celebrated the award, saying, “At a time when people around the world had to adapt to a new reality, the Al Jazira football club was able to adapt quickly and combine sport and creativity to create content that was well received by the UAE community on TikTok. Through our partnership, we have been able to virtually bring Al Jazira fans together and delight millions of people around the world with a full-screen sound-on experience. I would like to extend my warmest congratulations to the Al Jazira football club and everyone at TikTok. It was an honor to work with the club and we look forward to many more collaborations. “

Fans can keep up with the latest TikTok content and bespoke challenges by following the club’s official TikTok account at AlJaziraFC. After being crowned Arabian Gulf League champions two weeks ago, Al Jazira will set off to defend his title in the 2021/22 season from October this year and the club will also join the UAE in the coming season represent the AFC Champions League, Asia’s premier soccer competition.

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