Italian women’s soccer side Juventus Women have announced a new partnership with short-form video platform TikTok.

Through the deal, TikTok will become the sleeve sponsor of Juventus Women, who play in Italy’s top-tier Serie A Femminile and are five-time winners of the competition.

The women’s side will also operate a dedicated profile on the wildly popular social media platform – separate to its associated men’s team – furnishing the account with exclusive video content surrounding the team with the aim of promoting women’s soccer and Juventus globally.

The partnership will be inaugurated with the team’s March 30 fixture against Fiorentina.

Juventus as a whole is one of the most followed soccer teams on TikTok, with over 30 million followers making it the most followed Italian brand on the platform in any category.

For TikTok, meanwhile, the Juventus partnership strengthens its growing position in sports, and particularly women’s soccer.

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In July 2023, the platform was announced as an official partner of the 2023 FIFA Women’s World Cup in the first-ever tie-up between global soccer governing body FIFA and TikTok.

TikTok provided exclusive content throughout the event, hosted across Australia and New Zealand, and at the time, TikTok’s global head of sports Harish Sarma stated: “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.”

Outside of soccer, TikTok has rapidly grown its portfolio of sports partnerships over the last year. In January, it announced the expansion of its tie-up with European rugby’s annual Six Nations competition to become the naming rights partner of its women’s edition.

Most recently, meanwhile, the video platform announced it was partnering with Team GB and ParalympicsGB, the bodies behind the Olympic and Paralympic teams from Great Britain and Northern Ireland, ahead of the Paris 2024 Olympic and Paralympic games.

TikTok will run content workshops for all GB athletes before the Paris events, featuring content creation training and guidance, aiming to help those athletes “connect with new audiences and grow their personal audiences through TikTok.”