Football Australia has announced a new collaborative partnership between TikTok, and the Subway Socceroos and CommBank Matildas, which will grow the teams’ content offerings.

With the Socceroos in the middle of their World Cup campaign, and the Matildas gearing up for 2023 tournament next year, the new partnership will allow the teams’ TikTok accounts complement their existing digital and social media offerings, and provide an opportunity to create fresh and unique content for fans, including exclusive before behind-the-scenes access.

Commenting on the partnership, Football Australia head of marketing, communications and corporate affairs, Peter Filopoulos, said: “Football is the world game and with TikTok having over a billion users globally, this new partnership is an exciting one for both the CommBank Matildas and Subway Socceroos.”

“Our senior national football teams resonate deeply with all communities and our playing group have a strong following both at home and abroad.

“These TikTok accounts present the opportunity for fans to engage with both teams in a different and unique way, using the power and popularity of short-form mobile video.

“With our Subway Socceroos taking on the world at the FIFA World Cup Qatar 2022™ and our CommBank Matildas to take centre stage when Australia co-hosts the FIFA Women’s World Cup 2023™, we are using this moment in time to engage new and diverse audience, and not only entertain and educate but inspire a new generation of footballers through this presence on TikTok,” he said.

TikTok APAC sport business development lead, Jonathan Oake, added: “We’re excited to partner with Football Australia to launch both the CommBank Matildas and Subway Socceroos on TikTok.”

“During a time of incredible excitement for football here in Australia, we welcome them both to our platform which reaches millions of Australian sport fanatics.

“I have no doubt that this partnership will deliver some of the best content we have seen on TikTok, all whilst we cheer for them from the sidelines,” he said.

The announcement comes after Football Australia partnered with LEGO to build a better future for women’s football.