TikTok has announced a new partnership with FIFA, under which the platform will serve as the home of a host of exclusive content during the FIFA Women's World Cup 2023, which begins this week.
"As explained by TikTok:

"Through the tournament, TikTok and FIFA will bring fans the most exciting content, including behind-the-scenes moments, team arrivals, live pre-match content promoting the game and where to watch it, match highlights, player and coach reactions, and much more.". Fans on the TikTok platform will also get to view all content on the FIFA Women's World Cup 2023 Hub. It will link all the latest content, putting them up from FIFA, official broadcasters, national teams, as well as players. There will also be a link to access match schedule and scores on FIFA.com.

TikTok will be able to produce content from the tournament by a team of 16 creators from various countries, delivering diverse team-specific perspectives on the journey.
The first time that FIFA has teamed up with an entertainment platform, working with TikTok to produce content specifically for the FIFA Women's World Cup.

And perhaps TikTok is the best fit for this impetus, as the hashtag #WomensFootball has garnered over 3.7 billion views in the app up to this point, and more niche-related tags like #FIFAWorldCup, #FIFAWomensWorldCup, and #FIFAWWC have also got tens of billions of views in the app.

TikTok sports fans will be able to follow along with the Women’s World Cup action by following #FIFAWWC, while as TikTok notes, you’ll also be able to head to the dedicated FIFA Women’s World Cup 2023 Hub in the app once match play commences.

And with all that attention, it could provide additional opportunity for sports-related brands to tap into the event with their own themed promotions and offers.