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Six Nations Rugby pens online safety partnership with TikTok

The Guinness Six Nations has expanded its partnership with TikTok – this time, focusing on stopping the spread of hate and division amongst rugby fans.

As part of its coverage of both the men’s and women’s Six Nations, TikTok will be raising awareness of its online safety features through its #SwipeOutHate campaign, educating rugby fans on the reporting tools available to prevent harmful behaviour on the platform.

“Since the start of our partnership with Six Nations Rugby, rugby has truly taken off on TikTok and it has been amazing to see how our platform has evolved into a vibrant destination for rugby fandom online,” said Aoife Moran, Sports Marketing Lead EUI at TikTok

“But we know there’s always more to do when it comes to eradicating online hate speech in sports. With our #SwipeOutHate campaign, we’re shining a light on the measures we’ve put in place to ensure TikTok is a positive environment for rugby fans everywhere.”

In the UK and France, the campaign will extend to a large-scale advertising effort across out-of-home, print, social media, and on-demand streaming services. Meanwhile, all six countries involved in the tournament will see in-app activity on TikTok.

The partnership will also provide TikTokers with bespoke content from the championships through TikTok’s official #SixNationsRugby search hub, including match highlights, training clips, fan reactions, and creator videos.

“TikTok has been an incredible partner for Six Nations Rugby, helping us on our mission to reach and engage new fans with each of the Championships. This continues to be a key focus, and through the new strategic marketing partnership, TikTok will play an important role in helping us grow rugby’s audience, celebrate the game and its stars as well as foster that incredible sense of community that rugby instinctively generates through compelling content,” said Sarah Beattie, Chief Marketing Officer at Six Nations Rugby.