FIFA, TikTok in partnership deal over 2023 Women’s World Cup content

The international football governing body, FIFA, has partnered with the entertainment content creation platform, TikTok.

This new arrangement has been developed for multiple digital activations ahead of the Women’s World Cup 2023 in Australia & New Zealand.

The competition, which will run from July 20 to August 20, will profit from a specially selected section hub on TikTok where the Chinese company will share highlights, updates, and the biggest moments from the sporting event, in addition to the complete match schedule that will cover Australia and New Zealand.

The exclusive behind-the-scenes film will also be used, including some of the players in pre-match content showcasing the event and the work that has gone into it. TikTok personalities will also be enabled to produce more FIFA-branded content.

Similar sports agreements have also been made by TikTok in other places, with some of its most famous partnerships being with Major League Soccer (MLS) and the Women’s Six Nations, as well as last year’s women’s football awareness campaign in association with the Women’s Euros.

FIFA Secretary General, Fatma Samoura, said, “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.”

Harish Sarma, Global Head of Sports, TikTok, said, “By giving fans from around the world unique access to their favourite teams and players, TikTok has quickly 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.”