TikTok’s Harley O’Dell on the Women’s Six Nations: “Partners find success when they engage culturally, beyond sport”

TikTok bring scale to anything they touch - that’s clear in the stratospheric numbers on their view counts. Through their continuing journey with Women’s Rugby, TikTok spur on a snowballing sense of progress in one of the fastest growing women’s sports.

Harley O’Dell is the Sports Marketing Lead EU for TikTok. We spoke by Tobacco Docks, at a launch event for the 2023 TikTok Women’s Six Nations. The first thing Harley was keen to stress was that “partners find success when they engage culturally, beyond sport." It follows, too, that partners embedded in culture find success when they connect with sport.