Six Nation Rugby

The first of its kind rugby partnership saw TikTok sponsor both the Men's and Women's Six Nations tournaments between Feb-April 2022, with additional sponsorship rights for the upcoming Autumn Nations Series (Nov 2022). Building upon the success of EURO 2020, we have continued to position TikTok at the heart of iconic sports events in key European markets (UK+IE, FR, IT), with the vision of becoming THE leading destination for rugby fandom. We focused on delivering impact in 2 primary areas: Brand Value and Content Diversification. 1. Brand Value. The partnership helped increase TikTok's sports association and non user likability with our target audience 25-34 year old males; two demographics we've struggled to engage in the past. The title Sponsorship of the Women's gave us a strong proof point to demonstrate our commitment to women's sport and further built out sports credentials. 2. Content Diversification. Over 135 rugby accounts were onboarded, driving 775M VV and participating in 14 programmed HTCs. Through official search hubs, we connected rugby fans with exclusive union content in-app as daily rugby creations increased by 49.71% across 4 markets during Feb-April. Content strategy: - Cement TikTok's position as the ultimate platform for sport - where ALL fans play - Bring unique rugby content to TikTok to build a diversified content ecosystem - Plan and execute editorial strategy (HTCs, LIVEs and effects) - Support the P&C team with the onboarding of partners, creators and public figures from a content standpoint (sharing tips and tricks) Data success: HTCs #SixNationsRugby and #TikTokRugby generate more than 80M vv LIVE watch VV for Men 30k Live watch VV for Women 28K 10 new Partners onboarded