TikTok emphasises online safety with Six Nations Rugby partnership

TikTok has partnered with Six Nations Rugby to become Official Fans of both the Guinness Men’s and Women’s Six Nations Championships.

As a result, the new deal captures everything from match highlights and training clips to fan reactions and creator videos, which will be available via TikTok’s official #SixNationsRugby Search Hub.

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The partnership will also raise awareness of TikTok’s online safety features through its #SwipeOutHate campaign.

Swipe Out Hate aims to protect rugby fans on the social media platform from those who seeks to spread hate and division.

At the same time, it aims to educate the community about TikTok’s range of reporting tools to prevent harmful behaviour on the platform.

However, in the UK and France, Swipe Out Hate will be showcased during the Championships in a large-scale advertising campaign across out-of-home, print and social media, and on-demand streaming services.

Additional TikTok in-app activity will also be highlighted in all six countries involved in the Championships.

TikTok Sports Marketing Lead EUI, Aoife Moran, said: “Since the start of our partnership with Six Nations Rugby, rugby has truly taken off on TikTok and it has been amazing to see how our platform has evolved into a vibrant destination for rugby fandom online.

“But we know there’s always more to do when it comes to eradicating online hate speech in sports. With our #SwipeOutHate campaign, we’re shining a light on the measures we’ve put in place to ensure TikTok is a positive environment for rugby fans everywhere.”

Six Nations Rugby Chief Marketing Officer, Sarah Beattie, added: “TikTok has been an incredible partner for Six Nations Rugby, helping us on our mission to reach and engage new fans with each of the Championships.

“This continues to be a key focus, and through the new strategic marketing partnership, TikTok will play an important role in helping us grow rugby’s audience, celebrate the game and its stars as well as foster that incredible sense of community that rugby instinctively generates through compelling content.”