Speaking of TikTok, the social media platform is partnering with FIFA for the 2023 Women’s World Cup. TikTok was already the official sponsor of the UEFA Women’s Euro 2022 last year, and now the social platform is continuing its investment in women’s football. Football fans can view exclusive content through hashtags on TikTok including #FIFAWomensWorldCup and #FIFAWWC, as well as being able to view the FIFA Women’s World Cup Hub, containing more video content and match scores / schedules throughout the World Cup. Football is hugely popular in Western Europe, and data from YPulse’s WE Sports and Athletics report shows that 79% of European Gen Z and Millennials have watched football on-screen in the past year. (Broadcast)
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