With fans making their way back to stadiums after two years of pandemic-related restrictions, the J. League is ready to introduce itself to new audiences — one viral video at a time.

The league announced a new partnership with TikTok on Monday, aiming to use the video-sharing service to offer an unfiltered look behind the scenes and further build on the league’s digital push over the last few years.

“An important part of developing our league is figuring out how to widen our circle of friends, and with one video we can extend that circle,” J. League Chairman Yoshikazu Nonomura said during a news conference at JFA House.