TikTok and FIFA have collaborated just ahead of the opening match of the Women’s World Cup next week. In planning to create killer content around the games, TikTok’s play for World Cup attention comes as Twitter also is highlighting its affiliation with the games through a partnership with Fox Sports, which broadcasts the Women’s World Cup in the U.S. 

FIFA has been active on TikTok on its own, especially around the last Men’s World Cup, just last year. For the women’s tourney, in Australia and New Zealand, FIFA plans to post behind-the-scenes videos and interviews with players, and boost World Cup creators. TikTok has been going for an ever-increasing share of sports conversation, which is an attractive segment for brands.

In the announcement, a TikTok rep said that hashtags around the Women’s World Cup—including trends such as #FIFAWorldCup—have garnered 38.2 billion views so far. That does include all FIFA chatter, however, including from last year’s tournament. Still, there is no denying that TikTok is a place where players and fans are creating videos in anticipation of the event. 

Fox Sports for its part has been promoting its coverage of the games on Twitter. Twitter historically has been the go-to social media app for major sports, such as the Super Bowl, Olympics and World Cup. Brands, including McDonald’s, Adidas, Visa and Frito-Lay, plan major marketing campaigns around the World Cup as official sponsors. 

This year, however, it is clear that Twitter has more to prove. With the invention of Threads following many a Musk scandal involving the platform, Yaccarino has a lot riding on this sports partnership. Yaccarino joined Twitter last month to reinvigorate the advertising business after working as the chairman of global advertising and partnerships for NBCUniversal, where she helped develop strong ties between Twitter and NBCU’s sporting events. Networks such as NBC and Fox use Twitter to share videos from their exclusive rights to sports, and they sell sponsorships related to their social media posts and online videos.

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