TikTok and WSC Sports Partner to Expand Creator-Led Sports Content
New partnership gives sports rights holders access to TikTok creators, licensed content, AI-powered editing, and WSC Sports’ Magicrop technology for faster vertical video production.
TikTok and WSC Sports have announced a strategic partnership designed to help sports rights holders reach fans through the creator economy while maintaining control over content rights, usage, and brand standards.
Under the agreement, WSC Sports will serve as an end-to-end creator activation solution for TikTok and participating rights holders. The offering combines fully licensed sports content, WSC Sports’ AI-powered content creation platform, and editorial guidance for creators producing content for TikTok.
The workflow gives creators access to live action, archive footage, and behind-the-scenes content through the WSC Sports platform. Creators can search for specific moments and then use AI-powered editing tools to convert those clips into TikTok-ready vertical videos.
A key part of the process is Magicrop, WSC Sports’ automated reframing technology. Magicrop converts traditional horizontal sports footage into vertical video while tracking the action and keeping it in frame, allowing clips to be prepared for TikTok within minutes.
“We’re excited to partner with TikTok to give rights holders a faster, smarter way to grow fan engagement by extending their content into the creator ecosystem. Our platform gives creators the tools to produce TikTok-ready videos in minutes, while keeping everything fully licensed and brand-safe. Ultimately, this helps rights holders get more use from their content, reach new audiences, and unlock greater value from every moment.” – Roy Sahaf, Head of Global Strategic Partnerships, WSC Sports
WSC Sports’ internal content team will also provide creators with editorial guidance, including recommended moments, key storylines, and platform-specific best practices. The companies said the process is designed to give creators faster access to premium sports content while allowing rights holders to establish guidelines around how their intellectual property is used.
TikTok said sports fans increasingly use the platform to discover and share sports moments, and that the partnership is intended to make it easier for rights holders to work with established creators who already have engaged audiences.
"Sports fans come to TikTok to discover, celebrate, and share the moments that matter most. By partnering with WSC Sports, we're making it easier for rights holders to work with trusted creators who help great sports content reach new audiences and spark even deeper fan engagement." – Rollo Goldstaub, Global Head of Sport, TikTok
The partnership combines three components that have typically operated separately: rights-managed sports footage, AI-powered content production, and creator distribution. Rights holders provide access to approved content, WSC Sports supplies the technology and workflow, and TikTok connects that content with vetted creators and their audiences.
WSC Sports currently works with the NBA, ESPN, YouTube TV, LaLiga, and more than 650 other sports organizations. Its technology automates the creation, management, and distribution of sports video across digital platforms.
The new TikTok relationship extends those capabilities directly into creator-led distribution, allowing rights holders to make live, archival, and behind-the-scenes content available to creators while retaining licensing and brand controls around its use.
WSC Sports
