Six Nations Rugby and TikTok have announced a partnership that will see TikTok become the Title Partner of the Women's Six Nations, as well as an Official Partner to the Guinness Six Nations and Autumn Nations Series, from the 2022 season through to 2025. In light of the partnership, the tournament will be known as the TikTok Women's Six Nations. The investment from TikTok will be felt by each Union. Whilst not limited to the Women's game, this partnership will help each Union continue to develop this area of the game. In doing so, exposure for the women's game, engagement, participation and major growth are all ambitions of this partnership.
As part of its partnership across Six Nations Rugby, the Unions will commit to use dedicated TikTok Rugby Creators embedded within each home Union to enhance the experience for the fans, deliver even better regular content and grow rugby on the TikTok platform.
The role of the TikTok Rugby Creator will be to give everyone exclusive access to the game, its culture, people, and big moments. Rugby fans on TikTok will be able to access content from respective tournament and Union accounts, with in-app activations including custom Effects and Hashtag Challenges that will further engage the rugby fanbase on TikTok.
To date, TikTok has amassed more than 5.1bn views for its #rugby content, with #SixNationsRugby a rapidly growing hashtag on the platform.
"The significance of our partnership with TikTok cannot be understated,” said Six Nations Rugby CEO, Ben Morel. “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."
The 2022 Guinness Six Nations kicks off on 5 February, when Ireland host Wales, Scotland welcome England, and then France take on Italy on 6 February. The TikTok Women's Six Nations starts on the 26 March, following the conclusion of the Men's Championship.