TikTok is partnering with FIFA for the 2023 Women’s World Cup. The social media platform is teaming up with FIFA to “bring official World Cup content to soccer fans.” Starting July 20, fans can view exclusive content through hashtags including #FIFAWorldCup, #FIFAWomensWorldCup, and #FIFAWWC on TikTok, which have already amassed over 38.2B collective views ahead of the tournament’s start, according to a FIFA press release. Additionally, users will also be able to view the FIFA Women’s World Cup Hub, containing more video content and match scores / schedules throughout the World Cup. TikTok’s Global Head of Sports says that “By giving fans from around the world unique access to their favorite teams and players, TikTok has quickly become a go-to destination for women’s sports content.” YPulse’s Sports and Athletics report shows that since last year, the percentage of young North Americans who watch soccer has increased from 15% to 27%, so many Gen Z and Millennial viewers will likely tune into this year’s Women’s World Cup content. (Tubefilter)
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