The 2023 Six Nations has announced plans as it enters its second year of partnering with video platform, TikTok.
Aiming to ‘bring fans closer to the game than ever before’, the TikTok community will be given a ‘unique window’ into the competition.
Ben Morel, Chief Executive Officer of Six Nations Rugby, commented: “Everything we do at Six Nations Rugby is driven by the commitment to create or enhance the experience for fans.
“The partnership with TikTok has offered a new route to deliver on this commitment, bringing fans even closer to all the action, as well as putting fans alongside the players and teams at the heart of the game.
“Last year, the partnership exceeded all expectations, through growth and levels of engagement with our audience, on the platform. For the Women’s Championship, the partnership put the teams, players, and fans on centre stage, like never before.”
TikTok’s official #SixNationsRugby Search Hub will show various content in-app throughout both the Men’s and Women’s Championships, such as off-pitch highlights, gameday rituals, fan reactions and creator content.
“As we go into the 2023 Championships, everyone involved is hugely excited to see how we can build on what we started together last year and continue to offer fans unrivalled access to all of the action that these Championships are famous for,” Morel added.
The news follows what the pair described as a seminal year in 2022 for the women’s game as TikTok became the first-ever title partner of the Women’s Six Nations.
Last year saw a 69% increase in stadium support, while TV audiences watched in 137 countries following significantly more broadcast coverage.
“The Six Nations Championships have shown the unique role TikTok can play in amplifying iconic sporting moments and bringing the excitement to a diverse new fanbase,” added Rich Waterworth, General Manager, Europe at TikTok.
“We’ve seen this come to life through all the creative ways our community has embraced the tournament, from sharing their match reactions to jumping on rugby-inspired TikTok trends.
“As a platform built around inclusion, we want to give both men’s and women’s sport a platform to grow and inspire the next generation. 2022 was a milestone year for rugby on TikTok and we can’t wait to see what’s in store for 2023.”