TikTok embraces Six Nations Rugby with a clutch of sponsorships

Six Nations Rugby and TikTok have cemented their relationship with a four-year partnership that sees the social video platform named title sponsor of the Women’s Six Nations, with the brand also named as Official Fans of the Guinness Six Nations and Autumn Nations Series.

TikTok will invest in the development of the sport at all levels in return for exposure, with an emphasis on the women’s game to increase engagement and participation.

The social media platform has established itself as a significant destination for sports fans, with content tagged #rugby generating 5.1bn views and the #SixNations tag specifically attracting 41m views.

Ben Morel, chief executive officer of Six Nations Rugby, said: “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: “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.”

The deal will see dedicated TikTok rugby creators embedded within teams to furnish fans with behind-the-scenes content.