LTA and TikTok partner for platform's first ever live sporting event

16 Apr 2021

By: Sport Industry Group

TikTok and The LTA have announced a new partnership which will see the Billie Jean King Cup become the first live sporting event streamed on the social media platform.

The competition - the renamed Fed Cup - will host a series of play-off ties this weekend for a place in the qualifiers for the 2022 Billie Jean King Cup Finals, with Great Britain taking on Mexico over two days on Friday 16th April and Saturday 17th April. Across the course of the weekend, action from the National Tennis Centre in Roehampton will be streamed live on the @LTA channel on the platform.

The partnership is part of the LTA’s Play Your Way campaign to inspire a new generation of tennis players.

The first match will take place on Friday at 2pm - 5pm, with the first singles match starting on Saturday at 11.30am.

Both TikTok and the LTA aim to shine a spotlight on women in sport and across all levels of tennis as part of the initiative, with the LTA also producing a wide range of content around the event, including behind the scenes footage, match highlights and player Q&As. The LTA also recently released an interview between former GB player Anne Keothavong and Billie Jean King herself, in which the pair discussed King’s hopes and ambitions for the tournament, inspiring the next generation, and the importance of programmes like LTA Youth.

“This year’s Billie Jean King Cup – the world cup of women’s tennis – will be like no other,” said Adam Hewlett, Head of Brand Marketing, the LTA.

“With no supporters cheering from the stands, we are bringing the courtside experience to everyone at home. Welcoming fans both new and old to join us for two days of world-class tennis across the LTA’s TikTok channel.

TikTok says that tennis has become incredibly popular on the platform, amassing over 3.2 billion video views, driven by prolific players and clubs - including Heather Watson - engaging creatively with fans.

Meanwhile, this week's YouGov Sport Stat of the Week has highlighted the popularity of the sport among women in particular, where the sport is now the most popular across the UK's female population