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The Lionesses\u2019 historic triumph at the 2022 Uefa Women\u2019s Euros capped off a seminal year for women\u2019s sport, and in 2023 that unstoppable rise continues.<\/strong><\/p>\n In the UK, fandom and attendance is on the up, with more than 20 million people tuning into women\u2019s sport during the first four months of this year<\/a> and 41.5 per cent of adults surveyed by YouGov now identifying as fans. It signals an incredible next phase of women\u2019s sport, where the narrative should be less about growth and much more about independent value.<\/p>\n At TikTok, we have a diverse community of 150 million people across Europe and a unique platform where trends and culture can be born. Since sport is such a huge part of our cultural fabric, it\u2019s no surprise that TikTok has fast become a home for women\u2019s sport where athletes, creators, clubs and organisations can all share their authentic and creative view of the world. The #womeninsports<\/a> hashtag, a hub for women\u2019s sport videos on TikTok, currently stands at two billion views.<\/p>\n For us, focusing on women\u2019s sport is no longer a strategic decision, it\u2019s an absolute must. Thanks to a combination of major sponsorships, content partnerships with clubs, organisations and broadcasters, and our work to help athletes and creators get the most out of TikTok, women\u2019s sports have truly found global audiences.<\/p>\n TikTok is a place for discovering amazing sports content. Whether that\u2019s behind-the-scenes training clips, highlight reels, athlete \u2018day in the life\u2019 vlogs, teams trying out TikTok challenges, soccer freestyle tutorials or anything else, the \u2018For You\u2019 feed delivers a stream of content that\u2019s fresh and interesting. This is because TikTok shows people videos based on what they watch rather than who they follow. This innovative source of discovery has opened up fresh avenues for women\u2019s sport content to acquire new fans.<\/p>\n As well as being a platform for discovery, TikTok is all about getting involved, levelling the playing field and inviting everyone to participate in our sports community. Each video is made even more entertaining by people riffing on each other\u2019s ideas using our editing tools and special effects, from the Lionesses trying out the \u2018make this sound\u2019 challenge, to Manchester City using TikTok\u2019s Duet function to get the community commentating over goals<\/a>.<\/p>\n These low barriers to creation have paved the way for a raft of creators to emerge and find success on TikTok. Creators are at the heart of our platform, capturing the spirit of women\u2019s sport and bringing it to new audiences with authentic content that\u2019s creative, educational, quick-witted, irreverent and self-aware \u2013 often in equal measure.<\/p>\n Lia Lewis<\/a> decided to give freestyling a go having never picked up a soccer ball until she joined TikTok. Now, she\u2019s a Freestyle Football World Champion and has built a community of 4.5 million followers thanks to her awe-inspiring tricks. She has even travelled the world with the Fifa World Cup trophy and freestyled alongside it.<\/p>\n Away from soccer, Mia Baker<\/a>\u00a0is inspiring more women to play golf with her down-to-earth content documenting her own journey in the game, while Lissie Mackintosh<\/a>, dubbed \u2018Queen of the Paddock\u2019 by her followers, has become one of the top Formula One creators, going behind-the-scenes at Grand Prix events around the world and interviewing superstar drivers.<\/p>\n <\/center><\/p>\n TikTok is a platform rooted in inclusion and we give the exact same treatment to women\u2019s sport as we do to men\u2019s.<\/p>\n In 2022, we announced a ground-breaking new partnership with Six Nations Rugby to sponsor both the women\u2019s and men\u2019s championships, becoming the first-ever title partner of the Women\u2019s Six Nations. Capitalising on the growing popularity of rugby on our platform, the #SixNationsRugby<\/a> search hub housed a wealth of rugby content in-app throughout the tournament, surfacing the best match highlights, training ground footage, fan reactions and more.<\/p>\n Scottish star and TikTok creator Rachel McLachlan Irn-Bru taste test<\/a>, Ireland\u2019s Nichola Fryday being surprised by her sister<\/a> at a match and English fly-half Holly Aitchinson\u2019s ice-cold side step<\/a> were a few moments that truly brought the championships to life for me.<\/p>\n Creators are front and centre of our Women\u2019s Six Nations Rugby partnership, taking the community behind-the-scenes of matches and training, educating them about the quirks of playing rugby, and even presenting the Player of the Championship trophy. Jemma Norton aka @theproplife\u2019s relatable skits showing her life as an amateur prop and Amy Humphries\u2019 rugby trends videos<\/a> give a taste of the rich rugby content on TikTok.<\/p>\n <\/center><\/p>\n The title partnership is helping contribute to the continued growth of women\u2019s rugby. This year\u2019s championships saw a record crowd of more than 50,000 watch England lift the trophy at Twickenham, while unprecedented TV audiences watched thanks to ramped up broadcast coverage. The #womensrugby hashtag<\/a> now stands at almost 750m views, with 161,000 followers of the @womenssixnations TikTok channel and 2.3 million likes so far.<\/p>\n Building on the early success of our Six Nations Rugby sponsorship and tie-up with Uefa for the men\u2019s Euro 2020, becoming the official entertainment partner of the Uefa Women\u2019s Euro 2022 was a natural next step.<\/p>\n Through campaigns like #AskEngland<\/a>, which gave fans the chance to quiz their favourite players and get an inside look at the England camp, we gave the TikTok community a unique window into this iconic sporting event and celebrated the Lionesses\u2019 historic victory. Uefa saw 130 per cent growth for its @womensfootball<\/a> account and the #WEURO2022<\/a> hashtag finished the tournament with more than a billion views.<\/p>\n Since that memorable night at Wembley, players like Ella Toone<\/a> and Mary Earps<\/a> have gone on to build huge fanbases and become TikTok stars in their own right. Mary\u2019s hilariously relatable videos that get all her teammates involved are some of my favourite videos on the platform and I can\u2019t wait to see what she comes up with at this summer\u2019s Fifa Women\u2019s World Cup.<\/p>\n <\/center><\/p>\n Outside of traditional sponsorship and partnerships, TikTok can help teams and organisations across women\u2019s sport reach new audiences using the platform\u2019s unique features.<\/p>\n Burnley FC Women<\/a> were the first UK football team to stream all their home games live on TikTok<\/a> \u2013 an unprecedented move for a club in the FA Women\u2019s National League. Since the start of the partnership, it has been incredible to see soccer fans rally behind Burnley by tuning into their matchday TikTok Lives, which have now amassed over one million live views.<\/p>\n As part of the tie-up, we also delivered special training for the players to help them get the most out of the platform and showcase their personalities, creating the first \u2018creator football team\u2019. This has contributed commercially off the pitch, with a brand-new state-of-the-art gym currently being built specifically for the women\u2019s team and them signing a front-of-shirt sponsor. To keep this momentum going, I couldn\u2019t be more excited to announce that we\u2019re extending our exclusive partnership with Burnley FC Women for another year.<\/p>\n <\/center><\/p>\n Ultimately, our mission remains to inspire creativity and bring joy and I\u2019d challenge anyone to watch one of the many women\u2019s sport videos I\u2019ve mentioned and not feel some sense of joy or an urge to interact. That mission has allowed us to break the mould of traditional partnerships in women\u2019s sport, creating opportunities for clubs, organisations and players to reach new communities and show existing fans a more unique and fun side.<\/p>\n And while women\u2019s sport is already huge in its own right, there will always be opportunities on TikTok to take fandom to the next level.<\/p>\n This feature forms part of SportsPro\u2019s Women\u2019s Sport Week. Click\u00a0here\u00a0to access more exclusive content and sign up to the SportsPro Daily newsletter\u00a0here\u00a0to receive daily insights direct to your inbox.<\/cite><\/p>\n To find out more about future themed weeks, click\u00a0here.<\/cite><\/p>\n <\/center><\/div>\nCreating a platform for women\u2019s sport to grow<\/h3>\n
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Taking TikTok\u2019s support for women\u2019s sport to the next level<\/h3>\n
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TikTok helps women\u2019s sport teams grow their audience in innovative ways<\/h3>\n
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