With everyone’s TikTok algorithm being completely different, it can be hard to find trends that aren’t just your TikTok. So, I’ve pulled together a list of my favourites.
From a 23-year-old female working in the sports marketing industry, I’m hoping some of these will resonate with anyone else who spends a little too much time scrolling sports content.
This year’s trends are all about access, personality, and a healthy dose of chaos. Here’s what’s been on my feed.
1. Kit-man content
I’ve loved the kit-man content recently, especially from American teams like those in the NHL and NFL. The kit teams post videos of their prep before games, polishing helmets, buffing balls, laying out kits and sharpening skates. For some reason, it’s so satisfying to watch.
Fans love the authenticity and the insider feel. Instead of just seeing the players or the match, we get a peek at the people behind it all. Despite not being a big ice hockey fan myself, I’ll happily sit and watch the whole thing. Highlighting the kit-man, an unexpected star, gives clubs a completely fresh angle.
2. Mic’d-up physios
This one’s a personal favourite. The idea is simple: mic up the physios, rehab staff, trainers or fitness team and film them doing their job. Whether it’s a warm-up, recovery session or sprint onto the pitch, hearing what they actually say to players is fascinating.
We see it all the time on TV, but hearing the tone, humour, and real-time conversations is such a cool twist. It’s also great for capturing unexpected moments, sometimes even going viral if a funny or wholesome clip slips through (as long as the team’s winning, of course). It humanises the players and shows a side of sport that’s usually hidden.
3. Docu-style series
More teams are starting to post mini documentary-style series on TikTok and Instagram. Short, episodic stories that link into longer YouTube or streaming documentaries.
One that really stands out to me is our local team in Surrey, Dorking Wanderers, with over 50K followers. Their manager is loud, funny and completely unfiltered, nothing like the polished managers we see on TV, and fans absolutely love it. Their TikToks started as a laugh, but now they’ve got thousands of fans and real-life supporters showing up. It’s fun, personal, and it’s helped the club financially too, bringing in new followers, sponsors and ticket sales.
It proves that when you tell a story rather than just post a clip, people keep coming back.
4. RunTok and run clubs
Running clubs have taken over TikTok. RunTok seems to appear on everyone’s For You page right now, with millions of views across running challenges, local club runs and training vlogs.
What I love most is that it’s not just elite athletes dominating the space. Smaller creators are showing slower runs, community jogs and personal journeys, and it’s had a real impact on getting people into running. The rise of the “slow runner” creator has helped normalise running at your own pace, which feels refreshing.
For brands, it’s a great opportunity to connect with authentic communities rather than chasing the next viral athlete.
5. Ball-tracking and edit tech
One of the biggest visual trends this year has been ball-tracking. Editors use software to track the ball or player movement through the frame, adding glowing lines, zooms and slow motion to make clips more dynamic.
These videos get huge engagement because they’re visually slick and satisfying. For sports brands, it’s an easy way to repurpose match footage into something new and shareable. Everyone can post videos now, but how you edit them has become the real differentiator.
6. High-quality and vintage-style videos
After a few years of everyone chasing “raw” content, the pendulum seems to be swinging back. High-quality and cinematic sports content, especially retro-style edits, is making a comeback.
Clubs are using nostalgic footage, film-grain filters and old-school typography to create a premium, heritage feel. Fans love the mix of polish and nostalgia, and it suits brands that want to feel established or stylish. The inverse of “everyone can shoot now” is that the ones who shoot well really stand out.
7. Pop-culture crossovers (Football x The Summer I Turned Pretty)
Sports TikTok meets pop-culture TikTok, my personal favourite kind of crossover. Teams have started jumping on trending audios or TV show aesthetics, like The Summer I Turned Pretty, and applying them to football content.
It’s funny, a bit chaotic and totally unexpected. Fans of both the show and the sport get involved, flooding the comments with jokes and rival opinions. So… are we Team Jeremiah or Team Conrad? There’s only one right answer.
These collabs show that clubs don’t need to take themselves too seriously. Staying culturally aware makes the sport feel younger and more relevant.
8. Celebs at games and crossover culture
It’s not new for celebrities to go to matches, but the way clubs post about it now has changed. Instead of just a quick snap, they’ll create full crossover content, from reactions to behind-the-scenes clips.
When someone like Niall Horan shows up at Anfield, it’s no longer just gossip; it’s content. These moments reach way beyond sports fans, pulling in lifestyle and pop-culture audiences. For clubs and sponsors, it’s a goldmine for reach.
TikTok moves fast, but what all these trends have in common is access. Whether it’s the kit-man, the physio or a fan with an iPhone, the content that connects best is the stuff that feels real.
