# NFL Puts The Athletic Content on NFL.com, Renews TikTok Deal

By MarketScale Newsroom · Published 2026-09-09 · Updated 2026-09-10 · Sports & Entertainment on MarketScale
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> The NFL finalized a deal placing The Athletic's articles on NFL.com and renewed a multiyear TikTok partnership, per Front Office Sports and MediaPost.

## Key points

- The Athletic content syndicated on NFL.com directs readers to NFL+ paywall as of Sept. 9, 2026
- NFL renewed multiyear TikTok deal with new GamePlan hub, Pro Events feature, and dedicated NFL fan hub launching soon
- NFL-related posts on TikTok grew over 32% year-over-year

As of Sept. 9, 2026, articles from The Athletic began appearing on NFL.com's front page, Front Office Sports reported. The outlet said the NFL finalized a content partnership with The Athletic, confirming discussions it had first reported on Aug. 21, when sources said NFL Media and The Athletic were exploring expanded distribution on NFL.com and the NFL+ app. Spokespeople for both organizations declined to comment at the time, according to Front Office Sports.

## What the NFL.com partnership involves

Front Office Sports reported that clicking into the syndicated Athletic stories on NFL.com leads to a paywall for NFL+, the league's subscription streaming platform. The outlet noted that when the NFL sold NFL Network to Disney earlier in 2026, it retained control of digital properties including NFL.com, its YouTube channel, mobile and smart-TV apps, a FAST channel, and NFL+. Front Office Sports also reported that The Athletic has a separate syndication arrangement for some of its stories to appear on NBA.com, and that The Athletic recently hired Jonathan Jones from CBS Sports for multiplatform work. No financial terms of the NFL-Athletic arrangement were disclosed in the reporting.

## TikTok renewal adds fan hubs and ad inventory

Separately, MediaPost reported Sept. 3, 2026, that TikTok and the NFL entered a multiyear partnership intended to expand the league's in-app presence and give advertisers new ways to buy around NFL content. MediaPost said the deal extends TikTok's sports-focused GamePlan hub to the NFL and brings the Pro Events feature, introduced in June, to the league, with a dedicated NFL fan hub expected to launch in the coming weeks. Sports Video Group, also reporting Sept. 3, described the same GamePlan hubs and Pro Events feature and said Pulse Premiere ad placement alongside NFL and club content is expanding to include member clubs. Both outlets reported that NFL-related posts on TikTok increased more than 32% over the past year.

Sports Video Group's report included comments from NFL Vice President of Media Strategy and Business Development Brent Lawton and TikTok Global Head of Sport Rollo Goldstaub describing the partnership's goals for fan engagement, though no additional financial or contractual details were disclosed.

## Two separate moves, one pattern

The NFL.com syndication deal and the TikTok renewal are distinct arrangements reported by different outlets on different days, but both involve the league using platforms it controls to distribute content more broadly. For The Athletic, appearing on NFL.com extends reach beyond its subscription paywall. For TikTok, the renewal formalizes existing hub and advertising products, including Pulse Premiere, for NFL and club content. Neither report specified financial terms, and it remains unclear how the NFL-Athletic content pipeline will be structured operationally, including which stories are chosen for placement or how traffic and subscription conversions will be tracked.

## Sources

- [NFL Finalizes Content Partnership With The Athletic](https://frontofficesports.com/article/nfl-content-partnership-the-athletic/) (Front Office Sports)
- [The Athletic in Talks to Provide Content to NFL Media Properties](https://frontofficesports.com/the-athletic-talks-content-nfl-media/) (Front Office Sports)
- [TikTok Forges NFL Partnership To Boost League's In-App Presence](https://www.mediapost.com/publications/article/417667/tiktok-forges-nfl-partnership-to-boost-leagues-in.html?edition=143755) (MediaPost)
- [NFL and TikTok Renew Multi-Year Partnership](https://www.sportsvideo.org/2026/09/03/nfl-and-tiktok-renew-multi-year-partnership/) (Sports Video Group)

Tags: NFL, The Athletic, TikTok, media partnerships, NFL.com, sports media

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