July 13 – FIFA has partnered with TikTok to deliver tailored content from Australia and New Zealand during the Women’s World Cup that kicks off July 20.
Content will include behind-the-scenes moments, team arrivals, live pre-match content promoting the game and where to watch it, match highlights, player and coach reactions. The content can be accessed via FIFA Women’s World Cup Hub on TikTok which will also feature content from FIFA, official broadcasters, national teams, and players, as well as links to access the match schedule and scores.
“We’re thrilled that TikTok has chosen FIFA to provide dedicated, creative and entertaining video content throughout what’ll be a groundbreaking FIFA Women’s World Cup. Our teams will be making use of the best formats and tone of voice to promote women’s football and reach a young and diverse audience that’s keen to consume and engage with football,” said FIFA’s outgoing secretary general, Fatma Samoura.
FIFA said there had been more than 38.2 billion views across #FIFAWorldCup, #FIFAWomensWorldCup, and #FIFAWWC to date. FIFA currently as 1.1 million followers on TikTok @FIFAWomensWorldCup.
TikTok global head of sports Harish Sarma said it has become a go-to destination for women’s sports content.
“As we celebrate one of the biggest women’s sports events of the year, we’re excited to be working with FIFA to bring dedicated content from the Women’s World Cup to our global sports community, giving them a front row seat to all the action. Our collaboration with FIFA builds on our commitment to shine a greater spotlight on women’s sports while giving female players the equal representation and recognition they deserve,” said Sarma.
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