The NFL and TikTok recently announced a new partnership. In addition to the NFL launching an official TikTok account that will share highlights, sideline moments, memes, and behind-the-scenes footage, it will join forces with TikTok for a series of NFL-themed Hashtag Challenges.

TikTok is currently testing a new ad offering with Kroger called ‘Hashtag Challenge Plus’ that features a new in-app shopping feature  to drive clicks and purchases.