TikTok announces partnership with FIFA

FIFA has announced a new partnership deal with entertainment platform TikTok ahead of the FIFA Women’s World Cup 2023, scheduled to be held in Australia and New Zealand from July 20 to August 20, 2023. 

The partnership will see TikTok and FIFA collaborate to bring the fans closer to the action through behind-the-scenes content, team arrivals, live pre-match content, match highlights, player and coach reactions among other content on the platform. Fans will also be able to access the FIFA Women’s World Cup Hub, featuring latest content from FIFA, official broadcasters, national teams and players via TokTok. 

TikTok and FIFA are also working to involve content creators around the world with the World Cup as well. 

Also read: FIFA Women’s World Cup 2023 Sponsors

Fatma Samoura, Secretary General, FIFA, said:

“We’re thrilled that TikTok has chosen FIFA to provide dedicated, creative and entertaining video content throughout what’ll be a groundbreaking FIFA Women’s World Cup. 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.“

Harish Sarma, Global Head of Sports at TikTok, added:

“By giving fans from around the world unique access to their favourite 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.“