TikTok

Entertainment platform TikTok has been named as an official partner of the Women’s Euro 2022, joining 12 other sponsors with global rights to the tournament.

James Fenn, associate director, sports, at Hill+Knowlton Strategies, argues that TikTok’s landmark new deal as title partner of the Women’s Six Nations has the potential to unlock what has always been the strongest asset of sport: the power of the community