TikTok brings fans closer to the 2023 Six Nations


TikTok users will get a unique window into one of the world’s most popular rugby tournaments as its partnership with Six Nations Rugby enters its second year. Following the record-breaking success of the partnership in 2022, TikTok has once again been named the Official Partner of the Guinness Six Nations and Title Partner of the TikTok Women’s Six Nations.

Fans from across the world will be able to view all the action at the 2023 Championships through the TikTok app, providing unmissable content from the creators, the fans and the teams and players throughout the tournament.

TikTok has recently negotiated a number of sports partnerships around the world, signing deals with organisations such as the New York Yankees and the NHL, UEFA Women’s Euro 2022 and the Confederation of African Football. Aside from the signage and shirt logos, the company has the ability to create in-app content to showcase players and provides a platform for fans to interact throughout the event.

TikTok’s official #SixNationsRugby Search Hub will house the content in-app throughout both the Men’s and Women’s Championships, giving the global TikTok community the chance to take part in bespoke hashtag challenges and use custom Six Nations Rugby effects, filters and sounds in their creations.

The 2023 partnership will build on the success of 2022, where fans were exposed to a completely different side of rugby. TikTok helped the game reach new audiences over the course of the Men’s and Women’s Championships, and there were almost six billion views of posts with the hashtag #SixNationsRugby.

The unique selling point of TikTok for sports partnerships is its user demographic which is capable of reaching a younger, more female market. 2022 was a huge year for women’s rugby with attendance records at an all-time high and a 69 per cent increase in stadium support and TV audiences in 137 countries. The @TikTokW6N TikTok channel had more than 100 million views and 110,000 new followers, helping to aid the game’s exposure and growth.

The role of the TikTok Rugby Creator is to promote the players, teams, Unions and stories within the sport as well as continuing to drive the growth of audience engagement in women’s rugby. The platform will offer new and existing rugby fans exclusive access to the game, culture, people and big moments. Custom effects and hashtag challenges will help to further engage the rugby fanbase.

Why does this matter?

TikTok’s push into sports marketing is a move that will ensure the social media platform remains at the forefront by serving a broader demographic of users and attracting more advertisers, who in turn attract sports fans. With twelve of the top 25 fastest growing brands on TikTok being sports teams or leagues between March 2021 and March 2022, the company is fast becoming an established brand in sports partnership, and one which many competitors would do well to watch.

Author spike.digital