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, 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.


Euroleague Basketball (EB) is a global leader in the sports and entertainment business, devoted to running the top European competitions of professional basketball clubs under a unique and innovative organizational model. Owned and administered by some of the most successful and historic clubs in the world, EB manages and organizes the continent’s two premier men’s basketball competitions, the Turkish Airlines EuroLeague and the 7DAYS EuroCup, as well as the sport’s premier under-18 showcase, the EB Adidas Next Generation Tournament.


The EB competitions bring the elite of European basketball to all five continents and to the entire sports community through the OTT platform EuroLeague TV. EB also organizes a series of community and educational programs. Its ground-breaking corporate social responsibility program One Team features all EB clubs that have already made a difference in the lives of over 22,000 participants. Its Sports Business MBA trains future professionals in sports management.

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