Six Nations Rugby has announced a partnership with TikTok which will see the social media platform become the Women’s Six Nations’ first ever title partner.
From the 2022 season until 2025, the collaboration also sees TikTok become an official partner to the Guinness Six Nations and Autumn Nations Series.
The partners have stated that the deal will aim to help each Union ‘continue to develop investment, exposure for the women’s game, engagement, participation and major growth’.
Commenting on the partnership between Six Nations Rugby and TikTok, Ben Morel, CEO of Six Nations Rugby, commented: “The significance of our partnership with TikTok cannot be understated. The very first Title Partner in the history of the Women’s Six Nations Championship, as well as support for the Guinness Six Nations and Autumn Nations Series is something to be incredibly excited about.
“TikTok shares our ambitions for providing fans with the best possible experience and has the perfect platform for fans to access and engage with rugby throughout the year. Complementing this is the collective aim of giving the sport a global shop window to reach new and existing fans and put the likes of the Women’s game in front of more people.”
As the Championship is set to be known as the TikTok Women’s Six Nations, TikTok has gained over 5.1 billion views on its #rugby content, with #SixNationsRugby continuing to grow on the platform.
Furthermore, the deal sees the Unions utilise dedicated TikTok Rugby Creators which are embedded within each home Union in a bid to enhance the fan experiences, deliver regular content and expand the sport.
Rich Waterworth, General Manager, Europe, TikTok, added: “TikTok is the perfect platform for sports fandom and entertainment, and we are tremendously excited to be partnering with Six Nations Rugby for the next four years.
“The fast growth of sporting talent, fan communities, sports trends and commentary on TikTok makes the platform a compelling place to engage new and existing audiences for Six Nations Rugby, bringing the spirit and passion of these iconic tournaments to our diverse and creative community.”
The platform will also give fans access to content from respective tournament and Union accounts, with in-app activations including custom Effects and Hashtag Challenges.
“We’re especially delighted to be the title sponsor of what is now the TikTok Women’s Six Nations; as a platform that’s built around inclusion, we are passionate about giving an equal footing to men’s and women’s sport,” Waterworth concluded.