FIFA is partnering with TikTok for the 2023 FIFA Women’s World Cup (July 20-Aug. 20) in Australia and New Zealand. During the tournament, FIFA and TikTok will bring fans various content, including behind-the-scenes moments, team arrivals, live pre-match content, match highlights, player and coach reactions, and more. In addition, fans on TikTok can access the FIFA Women’s World Cup 2023 Hub, featuring the latest content from FIFA, official broadcasters, national teams and players. The agreement marks the first official collaboration between FIFA and TikTok and the first time the global football governing body has worked with an entertainment platform to produce and tailor FIFA Women’s World Cup content. Meanwhile, FIFA’s TikTok World Cup hashtags #FIFAWorldCup, #FIFAWomensWorldCup and #FIFAWWC have already garnered a combined 38.2 billion views, TikTok has said in a statement.

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