Every day, TikTok brings fans from around the world together to celebrate, engage and create a community around the most exciting moments in sports. By giving our global sports community unique access to the teams, players and events they love so much, TikTok has quickly become a go-to destination for sports content and fan engagement. With over 3.7 billion video views to date, #WomensFootball has become particularly popular on the platform, with fans coming to TikTok to relive their favourite moments, offer commentary about the game, build community with other football fans and cheer on their favourite players and teams.
As the FIFA Women's World Cup 2023™ kicks off, we're honoured to build on our commitment to supporting #WomenInSports by giving our community a front-row seat to all the excitement from host nations Australia and New Zealand.
Forging a first-of-its-kind collaboration with FIFA
We're excited to be joining forces with FIFA to offer tailored content for TikTok during the FIFA Women's World Cup 2023™. Throughout the tournament, TikTok and FIFA will bring fans the most exciting content, including behind-the-scenes moments, team arrivals, live pre-match content promoting the game and where to watch it, match highlights, player and coach reactions and much more. Fans on TikTok will also be able to access the FIFA Women’s World Cup 2023™ Hub, which will feature all the latest content from FIFA, official broadcasters, national teams and players, as well as offer a link to access the match schedule and scores on FIFA.com.
This marks the first official collaboration between FIFA and TikTok and the first time FIFA has worked with an entertainment platform to produce and tailor content for the FIFA Women's World Cup.
While hashtags #FIFAWorldCup, #FIFAWomensWorldCup and #FIFAWWC have already garnered a combined 38.2 billion views on the platform, 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.
“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. 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.
"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 Harish Sarma, Global Head of Sports at TikTok.
Bringing our global creator community closer to the action
Whether it's light-hearted commentary, hilarious edits or educational content about their favourite sports and teams, our passionate community of creators continue to shape and expand the sports fandom on TikTok. That's why we're thrilled to be working with FIFA to bring creators from around the world to the FIFA Women's World Cup 2023™ throughout the month-long tournament.
Creators from 16 countries - including Argentina, Australia, Brazil, Canada, Colombia, England, France, Germany, Italy, Japan, Korea, Morocco, New Zealand, Nigeria, United States and Vietnam - will have the opportunity to attend various matches, giving them the chance to cheer on their favourite teams and embrace the thrill and excitement of one of the most exciting events of the year.
By bringing creators to the FIFA Women's World Cup 2023™, we're also excited for our community on TikTok to get a behind-the-scenes look at moments from the tournament through the eyes of their favourite creators. Make sure to follow along at #FIFAWWC to keep up with all the real-time action!
Follow along with your favourite teams and players
From the #Lionesses' Mary Earps and Alessia Russo spotting a kangaroo in Australia to #USWNT star Megan Rapinoe greeting a mascot with similar hair, FIFA Women's World Cup 2023™ content is already starting to roll in on TikTok! Make sure to follow along with the national teams on TikTok throughout the tournament to keep up with their top moments, get a behind-the-scenes look at their journey and more!
Keeping our platform safe during the tournament
As we support women in sports, we also strive to foster a safe and supportive environment so women can thrive on TikTok. We make clear in our Community Guidelines that we do not allow bullying, harassment or hate speech and we take action against this type of content and behaviour when we identify it.
In addition to removing harmful content, we empower our community to control their experience on TikTok. We recognize that women often bear the brunt of abusive behaviour on online spaces. To combat this, we offer a slate of safety tools so creators can decide who can view and engage with their content through their privacy settings. We also offer tools that filter comments by either keywords or by default until the creator approves the comment. Unkind comments will be met with a prompt asking the poster to reconsider and can be deleted and reported in bulk by the creator of the video.
Supporting women's sports and representation
On TikTok, we believe it is critical that we are doing our part to promote diversity and inclusion in sports. And our community agrees - 71% of global TikTok users agree that inclusivity and representation in sports is important (1). Over the past few years, we have seen an explosion of women's sports content on the platform, with hashtags like #womeninsports (2.1B views) and #sportgirl (966M views) spotlighting incredible talent and stories from professional athletes to grassroots freestylers. From the UEFA Women's EUROs to Burnley FC Women's to the Women's Super League in Bangladesh, TikTok has already partnered with some of the world's largest leagues, federations, events and teams to give our community unparalleled access to the biggest moments in women's football. During the FIFA Women's World Cup 2023™, we look forward to continuing to show support for the women's game as we give our global community unparalleled access to one of the biggest sports events of the year.
(1): TikTok Marketing Science Global Olympics & Sports Survey via Suzy, January 2023