TikTok said on the 23rd that it had signed an official partnership with the Korean Volleyball Federation (KOVO) on the 20th for the 2026-2027 professional volleyball season and would expand volleyball content on the platform.
The two sides will work together to broaden volleyball content on TikTok and build up the sport's community ahead of the new season, which opens on the 31st. The partnership was arranged to extend the sport's momentum online after the V-League drew about 630,000 spectators last season, a record high.
TikTok plans to boost fan participation by drawing on the platform's character, where users discover content and share it in their own way. KOVO aims to widen its contact with younger fans and broaden the sport's base by fostering a volleyball culture that fans take part in directly.
The two sides will present content covering a range of stories from on and off the court this season. Through the flagship "#KOVOTikTok" series, they will release behind-the-scenes content throughout the season centered on the warm-up zone, the bench and the locker room — areas rarely seen in broadcast footage. The series will also feature game highlights, player moments and fan cheering culture.
The partnership will also support content production by the clubs. TikTok will provide training on using the platform for V-League clubs and help them produce exclusive and branded content for each team. It will run a monthly "TikTok Moment of the Month" program selecting two standout clubs, with the results announced through KOVO's official account.
Fan participation programs are also in place. During the regular season, a "#KOVOTikTokMoment" program will select outstanding fan content each month and award prizes. During the All-Star Game and the championship finals, the two sides will jointly hold content contests. Winning entries will be chosen from posts carrying designated hashtags, and the creators will receive tickets.
"We hope the expanded volleyball content from this partnership will offer fresh enjoyment to existing fans and give users who have not followed volleyball a chance to newly discover the V-League and its players," said Yoon Chul, head of sports at TikTok Korea.
"We hope our first digital partnership, with TikTok, becomes a starting point for improving fan access to professional volleyball and expanding our fan base," said Eom Jae-yong, secretary general of the Korean Volleyball Federation. "We will keep working so that more fans can enjoy professional volleyball."