In a first for any team or ball sport, EuroLeague streams Final Four on TikTok

Both semifinals and the championship game of the Turkish Airlines EuroLeague Final Four, played this weekend in Cologne, Germany, are being streamed live on the EuroLeague’s official TikTok channel (@euroleague), making it the first professional basketball league in the world to do so. The games are available on TikTok in the United States and Canada.

EuroLeague launched its official channel on TikTok in September of 2019, developing a specific content strategy for the platform, and currently has 79,000 followers. For Friday’s semifinal games only, the channel generated more than 220,000 unique viewers and more than 1 million likes.

TikTok completes the roster of platforms that will be streaming the game, which besides EuroLeague’s OTT service euroleague.tv, include Facebook, YouTube and Twitter. EuroLeague fans can also follow a live stream of the Final Four games by Olympiacos Piraeus star Shaquielle McKissic on his own Twitch channel (@smck77).

The 2021 EuroLeague Final Four features CSKA Moscow, Anadolu Efes Istanbul, FC Barcelona and AX Armani Exchange Olimpia Milan. Efes and Barcelona advanced on Friday to the Championship Game, which will be played on Sunday, May 30 at 20:30 CEST.