TikTok has confirmed a year-long partnership with the Confederation of African Football (CAF).
The video-focused social networking services' first order of business will be the Africa Cup of Nations (Afcon) tournament.
Set to start on Sunday, TikTok is now the official sponsor of the prestigious competition.
TikTok will also be a part of the action for the TotalEnergies CAF Champions League 2022 and the TotalEnergies CAF Women's Africa Cup of Nations 2022 in Morocco.
"Fans on the African continent have not been able to come together to enjoy the beautiful game of football due to COVID-19 regulations," said Boniswa Sidwaba, TikTok Content Operations Manager for Africa.
"For us, this is also an opportunity to bring African football fans around the world together again, online, starting with the much anticipated TotalEnergies Africa Cup of Nations.
"As a proudly multicultural continent, Africa is beaming with creativity and talent. We see a lot of potential to harness and cultivate creative football expression on our platform.
"We certainly look forward to inspiring fans to celebrate and participate in content unique to TikTok, in the most African way possible, providing great entertainment for the community."
Meanwhile, CAF General Secretary, Mr Veron Mosengo-Omba added: "We are truly delighted to have TikTok come on board as an official partner.
"Football content in Africa is in high demand and together with TikTok we are able to create and encourage the online community to engage in and create the type of content that will take both brands to new markets.
"We look forward to working with TikTok in creating true African football experiences for fans around the world, virtually."
Host nation Cameroon will kick-off the highly anticipated tournament on Sunday at 18:00 (SA time) against Burkina Faso.