Six Nations: Four-year partnership sees TikTok come on board

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Six Nations Rugby and TikTok have announced a new landmark deal that will see the platform become a title partner of the Women’s Championship.

The four-year partnership also sees TikTok become the official partner of the Six Nations and Autumn Nations Series in a significant boost for the sport.

Starting in 2022, the Women’s tournament will be known as the TikTok Women’s Six Nations and gives rugby and each Union investment and exposure.

New window into Women’s game

The hope is that TikTok will offer a fresh window into the Women’s game for both new and existing fans, with the sport already a rapidly growing hashtag.

“The significance of our partnership with TikTok cannot be understated. The very first Title Partner in the history of the Women’s Six Nations Championship, as well as support for the Guinness Six Nations and Autumn Nations Series is something to be incredibly excited about,” Ben Morel, CEO of Six Nations Rugby, told the tournament’s official website.

“TikTok shares our ambitions for providing fans with the best possible experience and has the perfect platform for fans to access and engage with rugby throughout the year. Complementing this is the collective aim of giving the sport a global shop window to reach new and existing fans and put the likes of the Women’s game in front of more people.”

Rich Waterworth, General Manager, Europe, TikTok, added: “TikTok is the perfect platform for sports fandom and entertainment, and we are tremendously excited to be partnering with Six Nations Rugby for the next four years. The fast growth of sporting talent, fan communities, sports trends and commentary on TikTok makes the platform a compelling place to engage new and existing audiences for Six Nations Rugby, bringing the spirit and passion of these iconic tournaments to our diverse and creative community.

“We’re especially delighted to be the Title Sponsor of what is now the TikTok Women’s Six Nations; as a platform that’s built around inclusion, we are passionate about giving an equal footing to men’s and women’s sport.”

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