90MIN CASE STUDY

At the start of 2021, Musson Marketing developed a TikTok strategy for 90min. Nine months later, after attempting to implement the strategy in-house and achieving follower growth of 76.1K, 90min appointed Musson Marketing to manage the page full time.

 

At the start of the service, the 90min TikTok account had 95.4K followers. From the start of 2023, the page averaged around 30% follower growth per month, significantly outperforming many comparable sports and football properties. In July 2023, nine months into the partnership, the page surpassed one million followers through following Musson Marketing's fully organic strategy. By April 2025, the page had organically reached 2.1 million followers.

 

Across the period Musson Marketing managed the 90min TikTok channel, the page generated over 1 billion video views, 2.5 million profile views and 2 million followers, reaching audiences across global markets.

 

In September 2023, Musson Marketing was also appointed to manage 90min’s US TikTok page for a short period, growing it from 700 followers to over 100K.

 

Musson Marketing also managed Sports Illustrated Soccer’s TikTok channel for three months.

 

Following Minute Media’s acquisition of Sports Illustrated, 90min’s US TikTok page was rebranded as 90min’s global page and the original 90min TikTok account, that Musson Marketing grew to 2.1 million followers, has since been renamed to Sports Illustrated FC.