Six Nations Rugby has revealed a striking new brand identity for the TikTok Women’s Six Nations, which will be rolled out starting from this year’s Championship.
At Sport for Business, we can only admire the electric purple colour palette, and creating its own identity separate from the Men’s tournament is an important advance, especially given the new sponsors.
According to the statement revealing the identity, it is a “progressive, engaging, and digital-first identity that will form part of a fresh approach to content and storytelling.”
Last month it was revealed that TikTok was to become the first-ever Title Partner of the Women’s Championship, and as such, the brand takes prominence within the new Championship logo and associated assets.
This will be rolled out across the record-breaking free to air coverage secured for the tournament which will see every game from March 26th to the end of April shown live in Ireland on RTÉ and Virgin Media and in Northern Ireland on the BBC.
The combination of social media and traditional media will give greater visibility to the tournament than would have been thought possible only a few short years ago and moving it to a stand-alone period after the Men’s is a big driver of this as well.
Now we know that it is going to look great too.
“Earlier this year Six Nations Rugby introduced the first-ever Title Partner of the Women’s Six Nations: TikTok, said Six Nations Rugby Chief Marketing Officer Sarah Beattie.
“To now reveal an all-new brand identity for the Championship is an important next step in establishing a distinct creative platform, personality, and direction, to fuel the growth of the Women’s game.”
“Based on fan research we developed a brand position that will shape our approach to fan engagement. The intent behind the new identity was to mirror the electric energy of rugby we have come to expect from the Women’s Championship, celebrate the sense of togetherness and connect more people to the game-changing heroes that will inspire future generations.”
The TikTok Women’s Six Nations kicks off on the weekend of 26th and 27th March, when Scotland host England, Ireland welcome Wales and France play Italy.
This year’s home fixtures for Ireland will be held in Dublin, Belfast and Cork, providing greater access to fans to see the team in action.
Sport for Business Perspective
We know that TikTok has ambitious plans to promote the tournament like has never been possible and to reach a wider audience than the Women’s game has ever seen. This new look is a great addition to the look and presentation of the sport and it will be exciting to see it develop over the course of the coming weeks.
