The FIFA Women’s World Cup Hub on TikTok will bring fans closer to the action, featuring exciting content from FIFA, official broadcasters, participating teams, and players.

This is the first official collaboration between FIFA and TikTok, and the first time FIFA has worked with an entertainment platform to produce and tailor content for the Women’s World Cup.

Exclusive behind-the-scenes footage will also be captured featuring some of the players in pre-match content promoting the tournament and the efforts that have gone into it.

TikTok influencers from around the world have been flown to the venues to create additional FIFA-branded content.

“We’re thrilled that TikTok has chosen FIFA to provide dedicated, creative and entertaining video content throughout what’ll be a groundbreaking FIFA Women’s World Cup,” said FIFA Secretary General, Fatma Samoura.

“Our teams will be making use of the best formats and tone of voice to promote women’s football and reach a young and diverse audience that’s keen to consume and engage with football.”

“This innovative agreement confirms that we represent a much-loved brand amongst the younger generations and it’s proof of our continued path to propose new forms of engagement.”

“By giving fans from around the world unique access to their favorite teams and players, TikTok has quickly become a go-to destination for women’s sports content,” added Harish Sarma, Global Head of Sports at TikTok.

“As we celebrate one of the biggest women’s sports events of the year, we’re excited to be working with FIFA to bring dedicated content from the Women’s World Cup to our global sports community, giving them a front row seat to all the action.”

“Our collaboration with FIFA builds on our commitment to shine a greater spotlight on women’s sports while giving female players the equal representation and recognition they deserve.”