As the world enjoys the FIFA Women’s World Cup 2023™, which kicked off on 20 July, TikTok has joined forces with FIFA in an unprecedented collaboration, bringing football fans closer to the action. With over 910 million views across #FIFAWomensWorldCup, and #FIFAWWC, TikTok has established itself as the go-to destination for sports enthusiasts worldwide.

Throughout the tournament, TikTok and FIFA will bring fans closer to the excitement with captivating content, including behind-the-scenes moments, team arrivals, live pre-match coverage, match highlights, and player and coach reactions. The FIFA Women’s World Cup™ Hub on TikTok will also offer content from FIFA, including official broadcasters, national teams and players. Fans can also access the match schedule and scores on FIFA.com.

FIFA Secretary General Fatma Samoura 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.”

Supporting women’s sports and representation

In the realm of TikTok, the significance of promoting diversity and inclusion in sports holds utmost importance. Embracing this vision, the TikTok community is united, with 71% of global users acknowledging the significance of inclusivity and representation in sports. Over recent years, the platform has witnessed a remarkable surge in women’s sports content, exemplified by trending hashtags such as #womeninsports (2.3B views) and #sportgirl (973M views).

The popularity of #WomensFootball on the platform has also soared, amassing an impressive 3.8 billion views with fans seeking to relive cherished moments, engage in lively commentary about the game, foster a sense of community with fellow football enthusiasts, and passionately cheer for their beloved players and teams. These hashtags serve as a spotlight, illuminating athletes’ extraordinary talent and narratives, from seasoned professionals to grassroots freestylers.

“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,” said Harish Sarma, Global Head of Sports at TikTok.

Follow along with your favourite teams and players

Make sure to follow along at #FIFAWWC on TikTok throughout the tournament to keep up with their top moments, get a behind-the-scenes look at their journey, and more! Make sure to follow along to keep up with all the real-time action!

• Argentina (@afaseleccion)
• Australia (@matildas)
• Canada (@canadasoccer)
• Colombia (@fcfseleccioncolombia)
• Costa Rica (@laselecrc)
• Denmark (@kvindelandsholdet)
• England (@england)
• France (@equipedefrance)
• Germany (@dfb)
• Haiti (@fhfhaiti)
• Italy (@nazionaledicalcio)
• Ireland (@ireland)
• Japan (@jfa_samuraiblue)
• Korea (@korea_football_team)
• Netherlands (@oranjeleeuwinnen)
• New Zealand (@footballferns)
• Nigeria (@nigeriasuperfalcons)
• Norway (@fotballandslaget)
• Panama (@fepafutpa)
• Philippines (@pilipinaswnt)
• Portugal (@portugal)
• South Africa (@sasolbanyana)
• Spain (@sefutbol)
• Sweden (@fotbollslandslagen)
• Switzerland (@swiss_football_sfv_asf)
• United States (@ussoccer)
• Vietnam (@vff.official)
• Zambia (@fazfootball)

As the world unites in celebrating the FIFA Women’s World Cup 2023™, TikTok and FIFA proudly stand side by side, shining a resolute spotlight on women in sport and inviting fans worldwide to join in a momentous celebration of passion, talent, and unity in the beautiful game.