The NFL and TikTok have announced a multiyear partnership ahead of the NFL’s 100th season, which kicks off this Thursday. The official NFL TikTok account will be sharing behind-the-scenes footage and highlight reels, and of course, memes (there’s already a “when they hold the door but you’re kinda far away” skit up). The account is part of a strategy to court a younger demographic that’s watching increasingly less football, as well as to open up the sport to a global audience through the platform’s reach. CNBC reports that the partnership is a two-year deal, and that the companies would not disclose financial details.

TikTok will also be promoting NFL content on the app, through hashtag challenges. Currently, the NFL is running a…

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