Tiktok Seals Landmark Six Nations Deal
Six Nations Rugby has sealed a four-year partnership with TikTok spanning the Women’s Six Nations, Guinness Six Nations and Autumn Nations Series.
Under the expansive new deal, which will run until 2025, the entertainment platform will be the first-ever title partner of the Women’s Six Nations, starting with this year’s tournament.
TikTok will also become an official partner of the Guinness Six Nations and the Autumn Nations Series.
On announcing the new agreement, the two parties said that TikTok had “committed significant investment and promotional support to drive the growth of audience engagement with women’s rugby”.
Dedicated TikTok rugby creators, embedded within each home union and given exclusive behind-the-scenes access, will help to enhance the experience for fans by delivering regular content.
Rugby fans on TikTok will be able to access content from the respective tournament and union accounts, with in-app activations including custom effects and hashtag challenges.
Ben Morel, CEO of Six Nations Rugby, said, “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.”
To date, TikTok has amassed more than 5.1 billion views for its content under the #rugby tag, with #SixNationsRugby also growing rapidly.
The 2022 Guinness Six Nations will start on 5th February, with the TikTok Women’s Six Nations beginning on 26th March, following the conclusion of the men’s tournament.
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.
“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.”
Image credit: Shutterstock
