- TikTok and FIFA have partnered to share tailored content timed to the Women’s World Cup, which begins today, in response to a TikTok announcement.
- To help generate content, TikTok and FIFA plan to collaborate with a slew of creators across the globe. Content to be expected includes behind-the-scenes moments, team arrivals, pre-match videos, match highlights and player and coach reactions.
- TikTok may even host a FIFA Women’s World Cup 2023 Hub, which is able to aggregate content from the league, official broadcasters, teams and players. The partnership is the primary time FIFA has worked with an entertainment platform to supply content for the Women’s World Cup, and the primary official collaboration between FIFA and TikTok.
The evidence continues to pour in that girls’s soccer – and ladies’s sports typically – is hitting the massive time. The Women’s World Cup, and the game more broadly, has drawn sponsorships from blue-chip brands reminiscent of Budweiser, Frito-Lay, McDonald’s, Hyundai-Kia, Unilever and Visa. Now, with TikTok on board, FIFA could have a chance to attach with the platform’s Gen Z user-base and potentially construct long-lasting affinity.
Central to the tie-up between the 2 giants is the plan to bring creators from 16 countries — including Argentina, Brazil, Canada, England, France, Germany, Japan, and the U.S. — to host nations Australia and New Zealand to attend various matches and cheer on their teams while sharing public and behind-the-scenes content on TikTok. Those wishing to follow along can utilize the hashtag #FIFAWWC. Additionally, the designated content hub on TikTok will allow users to access the match schedule and scores on FIFA’s website, along with aggregated content.
While that is the primary such partnership for FIFA, this shouldn’t be the primary for TikTok. The platform has already worked with leagues and clubs reminiscent of the UEFA Women’s EUROs, Burnley FC Women’s and the Women’s Super League in Bangladesh.
TikTok lately has seen a big increase in women’s sports content per announcement details, with hashtags like #womeninsports and #sportgirl receiving 2.1 billion views and 966 million views, respectively. Additionally, posts with the hashtag #WomensFootball have garnered greater than 3.7 billion video views to-date. The hashtags #FIFAWorldCup, #FIFAWomensWorldCup and #FIFAWWC has received greater than 38 billion combined views on the platform.
This growing interest in women’s sports presents a big opportunity for brands because the Women’s World Cup kicks off. More than 1.1 billion people watched the last tournament in 2019, and the game’s popularity has only grown as participation at every level continues to strengthen.
The 2023 Women’s World Cup also offers brands a chance to reset their relationship with FIFA and soccer after the controversies of the lads’s World Cup tournament last yr. Taking place in Qatar, the tournament was dogged by human-rights concerns, starting from the migrant populations who built the stadium for the tournament to the protection of LGBTQ+ fans and players who attended the games. The event proved tumultuous on many levels for advertisers, with Anheuser-Busch InBev, a serious sponsor of the event, being forced to quickly pivot after Qatar banned beer sales at World Cup stadiums in a last-minute decision.
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