Fifa expects two billion cumulative viewers for this year’s tournament. And yet, a disconnect between audience demand and media attention persists. For example, in the US, women’s sports only account for about 5% of media coverage (Purdue University, 2022).
To increase exposure, Fifa has launched its first ever partnership with TikTok to distribute exclusive behind-the-scenes content and tournament coverage. An in-app Fifa Women's World Cup hub hosts footage from official global broadcasting partners as well as national teams and players, organised alongside tournament schedules, scores, and post-match highlight reels. The dedicated @fifawomensworldcup account has attracted 1.7m followers so far.
Meanwhile, alongside a twice-weekly talk show called Offside Special discussing unfolding stories from the World Cup in its Stories section, Snapchat is tackling the tournament through unique augmented reality (AR) and geolocation functionalities.
Fans of the US Women’s National Team can tap into the dedicated Team Tracker AR lens to see a virtual football field that presents team stats, match reports, facts and highlights that update in real-time throughout the tournament. Those looking for local community hubs can use a Snap Map feature that lets people see where the nearest watch parties are, as well as other events celebrating the Women’s World Cup.
With traditional media lagging behind audience demand for women’s sports, social platforms offer accessible touchpoints for fans old and new. Here, brands have prime opportunities to champion all athletic excellence.