TikTok signs new Six Nations Rugby 2024 sponsorship deal


TikTok has been announced as the Official Fans of both the Guinness Men’s and Women’s Six Nations Championships, offering the TikTok community an exclusive partnership into the 2024 Guinness Six Nations. The collaboration also serves to promote online safety through TikTok’s #SwipeOutHate campaign, which runs concurrently with both championships. The campaign’s primary objective is to shield rugby enthusiasts on TikTok from hate and divisive content, emphasizing TikTok’s reporting tools to counter harmful behavior.

The #SwipeOutHate initiative will take centre stage in a new advertising campaign in the UK and France during the Championships, spanning out-of-home, print, social media, and on-demand streaming services. The campaign will extend to all six countries involved in the Championships, reinforcing TikTok’s commitment to creating a positive and secure online environment.

As part of this new media partnership, the TikTok community will gain access to exclusive content from the Guinness Six Nations, including match highlights, training clips, fan reactions, and creator videos. This content will be only accessible through TikTok’s official #SixNationsRugby Search Hub, offering a comprehensive destination for both Men’s and Women’s Championships coverage.

Sarah Beattie, Chief Marketing Officer at Six Nations Rugby, said: “TikTok have been an incredible partner for Six Nations Rugby, helping us on our mission to reach and engage new fans with each of the Championships. This continues to be a key focus, and through the new strategic marketing partnership, TikTok will play an important role in helping us grow rugby’s audience, celebrate the game and it’s stars as well as foster that incredible sense of community that rugby instinctively generates through compelling content.”

TikTok’s creators will play a pivotal role in enhancing the viewer experience for the 2024 Championships. These creators will convey the atmosphere of a Guinness Six Nations match, from pre-match build-up to live reactions and everything in between, onto TikTok’s Search Hub and For You feeds worldwide.


Why is this important?

This latest collaboration builds on the remarkable success of TikTok’s previous partnership with Six Nations Rugby, which contributed significantly to expanding the fan base for both men’s and women’s rugby. The #SixNationsRugby hashtag, serving as the hub for Guinness Six Nations content on TikTok, has accumulated over nine billion views, while the official @sixnationsrugby channel boasts over half a million followers. Additionally, the #womensrugby TikTok hashtag has amassed over 900 million views, with the @womenssixnations TikTok channel boasting 159,000 followers and 2.3 million likes.

The 2024 Guinness Men’s Six Nations Championships will commence on February 2nd with the clash between Ireland and France, while the Women’s Six Nations Championships will kick off on February 23rd after the conclusion of the Men’s Championships.

images courtesy of TikTok

Author spike.digital