Goal to make TikTok Shopping debut with 2-hour FIFA 22 live stream

David Murphy

Global digital football destination Goal will become the first sports publisher to become a TikTok Shopping partner in the UK when it launches later today with a two-hour FIFA 22 live stream.

Goal will be selling FIFA 22 and video gaming essentials to UK-based fans, who won’t have to leave the video-sharing and entertainment platform to make the purchase. As well as FIFA 22, Goal will also be selling four PlayStation 5 (PS5) consoles, which will drop at key moments in the live stream for viewers.

The FIFA 22-led live stream will be hosted by FIFA eSports caster and streamer Brandon Smith, who will showcase the new game, completing challenges and talking with fans on the live stream.

While FIFA 22 will be on sale for the duration of the stream, the PS5 consoles will be added as Smith achieves in-game milestones in FIFA Ultimate Team mode, such as scoring with a goalkeeper or unpacking a high-rated player.

Goal has more than 1.8m followers across its global TikTok accounts, with the FIFA 22 live stream being hosted on its most popular account, @GoalGlobal.

“Social commerce is an exciting evolution in media that’s good for the audience – quick, easy, seamless,” said James Lamon, SVP of Content and Creative at Goal owner, Footballco. “Ultimately, few things connect our fans to football as much as FIFA. The excitement around the new game is huge. Our commerce stream on TikTok is going to live up to this hype by entertaining while explaining the new game.”

“By partnering with TikTok and working with Brandon, we’re excited to not only be the first sports publisher to become a TikTok Shopping partner in the UK but to do it in a way that we know will resonate with our audience.”

In addition to  FIFA 22 games and PS5 consoles, other products available through Goal’s shop on TikTok will include charging cables, controllers and other accessories.

FIFA 22 will be available on PS5, PS4, Xbox Series X, Xbox One and Nintendo Switch, with all purchases delivered the next day

All stock sold during the event will be fulfilled by TikTok partner and online electronics retailer, Maplin. Shipping is UK only.