The Brooklyn Nets have officially become the most-liked American professional sports team on TikTok, surpassing the Kansas City Chiefs with 151.8 million likes. While the Chiefs still have two million more followers, they sit 1.4 million likes behind the borough's finest
This achievement is a fascinating reflection of both the current generation and the Nets’ methodical approach to digital content.
A week after setting their Barclays attendance record, the #Nets surpassed the Kansas City #Chiefs to become the No. 1 American pro team in overall #TikTok likes (151.8M likes). #NBA
— Brian Lewis (@NYPost_Lewis) March 14, 2025
What Brooklyn's done wasn't by posting generic game highlights and interview footage, or forcing the franchise to partake in teenage dance routines; instead, it was manifested through authenticity — exploring the personalities of players and coaches using insightful, trend-driven methods.
"It’s always evolving, but we lean into our coach, our players, how they speak, our broadcasters,” Charlie Widdoes, VP of Content for the Brooklyn Nets, told Marketing Brew late last year. “It’s not about us, or the people behind the keys. It’s about amplifying the voices of our organization.”
This player-first approach blends seamlessly with a refined social media strategy that pushed Brooklyn ahead of not just the NBA, but the entire American professional sports landscape as we know it, at least in terms of social media.
Widdoes explains that the Nets did this largely by defining, at length, the social media tone and style that would best reflect the city’s passion, stay true to Brooklyn’s culture and shed light on each player’s journey.
Brooklyn crafts engaging content that resonates with all audiences, from expected die-hard Nets fans to general basketball addicts and far beyond in the depths of TikTok brain rots. It’s not a polished marketing scheme or simply a content team going through the motions.
The Nets ensure that posts are organic, entertaining and showcase players in a relatable, lighthearted way that also meets trending formats for maximum exposure. Whether it be Q&A videos discussing various topics outside of basketball, casual player interactions or a litany of viral challenges, Brooklyn attacks TikTok with a brilliant platform-specific formula that continues to transcend the hardwood.
Notably, it didn’t take Super Bowl success, Patrick Mahomes or an army of Swifties to reach the mountaintop of organic digital sports engagement. Parades, rings and an entire kingdom were no match for Jordi Fernandez and the borough’s rapidly-growing TikTok fanbase.
Brooklyn is just a bottom-third NBA team making a powerful statement on how an influential social media presence can strengthen the brand despite poor on-court performance.
Who needs multiple championships when you’ve got the internet’s attention? Brooklyn can already claim the 2025 TikTok title… for whatever that’s worth.