FIFA and TikTok team up on 2023 Women’s World Cup content

FIFA has come together with the youth-orientated social media platform TikTok to produce and tailor content for the FIFA Women’s World Cup which kicks off on 20 July.

Content will include behind-the-scenes moments, team arrivals, live pre-match content promoting the game and where to watch it, match highlights, player and coach reactions.

TikTok viewers will be able to access the FIFA Women’s World Cup hub, which will also 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.

FIFA will also collaborate with TikTok creators to produce content for the month-long tournament.

“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.

“By giving fans from around the world unique access to their favorite 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,” said Harish Sarma, global head of sports at TikTok.