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Image Source: The IET
Chloe Shakesby

TikTok strikes up landmark partnership with "leading" London esports organisation

A London esports organisation has announced that it is striking up a partnership with social media platform TikTok.

Tundra, which hosts esports players from around the world, will see TikTok become a principal partner as FIFA 21 is launched physically and online.

As the principal partner, TikTok will also be on the new jersey which is being released as part of the team´s rebrand.

TikTok made its esports debut earlier this year with the TikTok Cup.

Beginning with FIFA, Tundra has ambitions to replicate its success in other competitive leagues and ecosystems to “redefine what it means to be a leading esports organisation”.

Michael Munro, co-founder of Tundra, commented: “FIFA has over 3.3.bn views on TikTok to date.

“The appetite for esports, and particularly FIFA content is already proven, so the partnership is a natural fit and unique in that it flows from the digital through to the physical.

“This has been an exciting first year for Tundra, and to signify this milestone and the significant growth of the organisation, we decided that now is the time to rebrand in order to connect our ambitions, vision, new partners, world class roster and of course the highly anticipated FIFA 21 launch.

“Our first ambition is to be the world’s best FIFA team, and to have our talent recognised by two of the most influential brands in the world is a testament to the roster we have built.”

Jana Ulaite, head of brand and partnerships marketing at TikTok Europe, said: “Esports has found a natural home on TikTok, with gaming content already proving to be hugely popular in our community.

“Our users love to share their winning gameplays, rituals and triumphs, while also watching the best in the business go head to head in international tournaments.

“We can’t wait to see what team Tundra has in store for us for FIFA 21.”

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