TikTok and FIFA have joined forces to offer tailored content from the FIFA Women’s World Cup, which starts today.
This partnership will include behind-the-scenes moments, team arrivals, live pre-match content promoting the game and where to watch it, match highlights, plus player and coach reactions.
With over 38.2 billion views across #FIFAWorldCup, #FIFAWomensWorldCup, and #FIFAWWC to date, this collaboration will further engage and attract more fans to join the 1.1 million followers who already share their passion for the women’s game on @FIFAWomensWorldCup.
“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 Harish Sarma, Global Head of Sports at TikTok.
FIFA has predicted the women’s World Cup will be a “watershed” moment that propels the game to another level.
“This innovative agreement confirms that we represent a much-loved brand amongst the younger generations and it’s proof of our continued path to propose new forms of engagement,” said FIFA Secretary General, Fatma Samoura.
Big brands
Household names such as Visa, McDonald’s and Coca-Cola will be out in force at the FIFA Women’s World Cup.
Unilever signed a deal with FIFA in May, making its personal care brands Rexona, Dove, Lifebuoy and Lux official sponsors.
Fabian Garcia, Personal Care President at Unilever, said: “Working with the FIFA Women’s World Cup 2023, our brands will connect with an enormous and highly engaged audience.
“This is a significant opportunity for them to engage a growing audience of women’s football fans, demonstrate relevance, and build brand power, while promoting gender equality in sports and supporting future generations of female athletes.”
Unilever-owned AXE and FIFA have also partnered up for this year’s FIFAe Finals 2023.
“Esports has always been a passion point for our younger generation and now that it’s growing a community within the global football world, we’re excited to partner with FIFA to help grow the FIFAe Finals for the future,” said Unilever PC Lead for Arabia, Leyal Eskin Yilmaz.
