'630,000 Spectators' Enthusiasm Goes OnLINE: KOVO Signs First Digital Partnership with TikTok Korea

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Professional volleyball, which achieved a box-office success by recording the highest attendance in history last season, is now moving to expand its fan base OnLINE as well.

The Korea Volleyball Federation (KOVO) announced on the 20th that it "signed an official digital partnership for the 2026~2027 professional volleyball season with TikTok Korea at Jinnam Gymnasium in Yeosu, South Jeolla Province."

This is the first time TikTok and professional volleyball have entered into an official digital partnership. The initiative was launched to extend the popularity that grew as the V-League recorded a record-high attendance of approximately 630,000 spectators last season OnLINE, and to broaden touchpoints with new fans and younger demographics. Through this partnership, the two companies plan to present various stories from inside and outside the arena as digital content.

The representative content is '#KOVOTikTok'. It captures the vibrant atmosphere of the venue, including behind-the-scenes stories that are difficult to easily access through existing broadcast screens, such as the warm-up zone, benches, and locker rooms, as well as match highlights, players' personalities, and fan cheering culture.

In particular, the plan is to actively utilize short-form content to encourage voluntary participation and communication from fans, creating a new content culture that allows professional volleyball to be enjoyed in a more approachable way.

Global content utilizing Asian Quota players will also be strengthened. By introducing the performance and appeal of Asian Quota players active in Korea, the aim is to broaden touchpoints not only with domestic fans but also with volleyball fans in the players' home countries and across the Asia region. Through this, there is a plan to raise the global recognition of the V-League and enable overseas fans to naturally engage with Korean professional volleyball.

Cooperation with each team will also be promoted. By operating 'TikTok Moment of the Month,' which selects two outstanding teams every month, content capturing the individuality of each team and the appeal of players will be discovered, supporting the wide delivery of diverse stories to fans.

Yoon Chul, Head of Sports at TikTok Korea, stated, "We expect that the expanding volleyball content through this partnership will provide new enjoyment for existing fans and serve as an opportunity for users who have not been exposed to volleyball to newly discover professional volleyball and its players," adding, "We will continue to support the revitalization of the volleyball content ecosystem and community growth."

Um Jae-yong, Secretary-General of the Korea Volleyball Federation, said, "I hope that the signing of our first digital partnership with TikTok will be a starting point for increasing fan accessibility to professional volleyball and expanding new fan demographics," adding, "We will create an environment where fans can enjoy professional volleyball more closely and participate actively by utilizing various digital platforms."

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*This content was translated by AI.View Original