TikTok has been announced as the official partner of the Guinness Six Nations for the second year running and also the first-ever title partner of the TikTok Women’s Six Nations.
The short-form video app will take rugby fans inside all the action of the 2023 championships with content from teams, the players themselves, fans and TikTok creators.
TikTok’s official ‘#SixNationsRugby Search Hub’ will house in-app content throughout both the men’s and women’s championships, providing users with off-pitch highlights, gameday rituals, fan reactions, and creator content to For You feeds across the globe.
Fans of the game can also take part in bespoke hashtag challenges and use custom Six Nations Rugby effects, filters and sounds in their creations.
Last year, the app’s sponsorship of the 2022 Six Nations saw TikTok boast almost six billion views of posts with the hashtag #SixNationsRugby. The likes of Maro Itoje (@maroitoje) and amateur player Jemma (@theproplife) also gave fans exclusive rugby content to enjoy.
The news that TikTok became the first-ever title partner of the Women’s Six Nations comes after a ‘seminal’ year for the women’s game. The 2022 Women’s Six Nations saw a 69% increase in stadium support, while TV audiences watched in 137 countries. There were also more than 100 million video views on the ‘@TikTokW6N’ TikTok channel and 110,000 newly gained followers.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“Everything we do at Six Nations Rugby is driven by the commitment to create or enhance the experience for fans. The partnership with TikTok has offered a new route to deliver on this commitment, bringing fans even closer to all the action, as well as putting fans alongside the players and teams at the heart of the game,” Six Nations Rugby CEO Ben Morel said.
TikTok Europe general manager Rich Waterworth added: “The Six Nations Championships have shown the unique role TikTok can play in amplifying iconic sporting moments and bringing the excitement to a diverse new fanbase. We’ve seen this come to life through all the creative ways our community has embraced the tournament, from sharing their match reactions to jumping on rugby-inspired TikTok trends.
“As a platform built around inclusion, we want to give both men’s and women’s sport a platform to grow and inspire the next generation. 2022 was a milestone year for rugby on TikTok and we can’t wait to see what’s in store for 2023.”
