In 2019, the last time FIFA hosted the Women’s World Cup, the TikTok app was not yet the cultural force it has since become. As the 2023 edition of the tournament rolls around, the ByteDance-owned platform is positioning itself as the place to go for highlights, analysis, and more. TikTok has partnered with FIFA to bring official World Cup content to soccer fans.
When the World Cup arrives in Australia and New Zealand on July 20, fans of the 32 participating nations will be able to find exclusive content by searching through TikTok hashtags like #FIFAWorldCup, #FIFAWomensWorldCup, and #FIFAWWC. According to a press release from FIFA, those tags have picked up more than 38.2 billion views to date.
TikTok users will also gain direct access to the FIFA Women’s World Cup Hub, where more videos will be available as well as match scores and schedules. “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,” said TikTok Global Head of Sports Harish Sarma in a statement. “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.”
Like many other international sporting events, the Women’s World Cup has triggered an arms race among the internet’s top social platform. When the Men’s edition of the Cup came to Qatar last year, YouTube sent some of its top creators to the Middle East so that they could provide first-hand accounts of the action.
TikTok has similar plans for the upcoming tournament. In its announcement, FIFA said that it was “working together” with the short-form video app to send creators to matches in Australia and New Zealand. And Twitter, through its connection to World Cup broadcaster Fox Sports, is planning to host some exclusive content of its own.
More details about the TikTok/FIFA partnership will be provided in a future update on the TikTok Newsroom. That post is slated to go live on July 18.
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