TikTok Women’s Six Nations puts creators centre stage

Creators will again play a key role in promoting the TikTok Women’s Six Nations and exposing women’s rugby to a broader community on the platform.

by Lucy Shelley 24 March 2023

TikTok will be spotlighting women's rugby during the 2023 TikTok Women's Six Nations, sponsoring the championships for the second year.

Last year saw @womenssixnations TikTok channel surpass 100 million video views and gain 110,000 new followers.

Fans will go behind-the-scenes of Europe's annual rugby tournament for a second time on TikTok, helping the women's game reach new audiences within the platform’s community.

The video-sharing platform became the tournament's first-ever title partner last year and the championships smashed all attendance records for women's matches with a 69% increase in stadium support. TV audiences watched in 137 countries thanks to significantly ramped up broadcast coverage.

Creators played a major role in bringing the TikTok Women's Six Nations to new audiences, from Jemma Norton’s (@theproplife) behind-the-scenes content, to Amy Humphries’s (@rugbywithamy) rugby hacks.

TikTok’s GM of European operations, Rich Waterworth, said: "It has been fantastic to watch the growth of the women's rugby community on TikTok over the past year, with the #womensrugby hashtag now standing at more than 400M views.

“Our creators have played a key role in building this community, spotlighting all aspects of the game and sharing their rugby journeys in an authentic and inspiring way. This year we want to continue playing our part in raising the profile of the women's game and making it even more visible to a global audience.”

TikTok's official #SixNationsRugby Search Hub will showcase rugby content in-app throughout the tournament, including match highlights, training ground footage, fan reactions and creator content.

TikTok's Swipe Out Hate campaign also returns for the competition, with the aim of protecting rugby fans on TikTok from hate and division. Union captains will front the campaign alongside TikTok creators for the first time, explaining what respect and sportsmanship means to them and sharing how people can report hateful content. The campaign will appear on billboards around the stadiums as well as in print and online.

The 2023 TikTok Women's Six Nations kicks off on 25 March.