The social media giant has become a title partner of the women’s competition

TikTok x Six Nations

The Six Nations has signed up TikTok as its first ever title partner for the Women’s Six Nations, an official partner of the men’s version and Autumn Nations Series.

As part of the sponsorship deal, which lasts through to 2025, the social media giant will be aiming to boost audience engagement through investment and promotional support.

This includes the Unions committing to use dedicated TikTok rugby creators, which will be embedded with each team. Users will be able to access content from respective tournament and Union accounts, with in-app activations including custom effects and hashtag challenges.

Ben Morel, CEO of Six Nations Rugby, said: “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.

“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, at 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.”