TikTok Changes The Game For Women's Sports
TikTok
TikTok is the new front-row seat for sports fans. While traditional broadcasts and live events remain central, TikTok is opening new doors for fan engagement, transforming casual viewers into dedicated followers.
TikTok
Women's sports are at the forefront of this transformation, redefining how fans connect with and consume sports content. On TikTok, moments that were once overlooked, such as behind-the-scenes locker room clips, standout plays and witty commentary, are now capturing fan attention like never before. Women's teams, leagues, and athletes are finding a powerful platform to connect with both loyal supporters and new audiences.
TikTok
On May 19th, TikTok hosted its first ever UK Women's Sport Summit at Landing 42 in London. A gathering of leading athletes, creators, publishers, and sports executives—including England goalkeeper Mary Earps (@maryearps), Olympic long jumper Jazmin Sawyers (@jazminsawyers), Unrivaled Chief Growth Officer Chloe Pavlech (@chloepavlech), and more—surfaced one clear takeaway: the future of sports fandom is unfolding on TikTok. Below are a few standout themes that emerged from the summit.
TikTok is a Launchpad for Growth
Athletes are increasingly thinking beyond their playing careers. TikTok offers a scalable way to build personal brands and create long-term business value.
TikTok
TikTok
TikTok
TikTok
TikTok is Where Sports Culture Lives
Just as important as in-game moments are those that happen off the court. Personalities, chemistry, and authenticity behind the scenes are fueling the next generation of fandom.
TikTok
TikTok
TikTok Fans Are Deeply Engaged
Beyond reach, TikTok fosters genuine connection. The stories athletes share spark meaningful fan engagement.
TikTok
TikTok
In tandem with the Women in Sports summit, TikTok is collaborating with Leaders in Sports on a three-part podcast series, amplifying industry voices and dropping insights into how short-form video is revolutionizing sports media. In episode one, TikTok and Leaders in Sport sat down with England goalkeeper Mary Earps - twice named the world's best by FIFA - and Chloe Pavlech, Chief Growth Officer at Unrivaled. Together, they explored how athletes are forging deeper connections with fans by showing up authentically on TikTok. 'Fans get to see a side of me they haven't seen before,' said Earps, who regularly captivates fans on her TikTok channel with behind-the-scenes content that shows her off-the-pitch personality. 'For me, TikTok has always been a platform where I can be unapologetically myself.'
Today's sports fans crave immediate and intimate access. Behind-the-scenes glimpses
humanize athletes, transforming them from on-screen images into relatable personalities. 'The content that performs best for me is usually the most relatable, everyday moments,' said Mary Earps.
TikTok
From off-season vlogs to personality-driven takeovers, content that goes beyond the scoreboard is helping athletes become household names and even pulling new fans into the fold. Chloe Pavlech shared her insights from Unrivaled's inaugural season: 'Our best-performing content isn't highlights—it's when we let the athletes take over the account,' Pavlech added. 'It's not that people don't want to watch highlights—they're just discovering the athletes first as people with diverse interests. Anytime you take the mic to tell your own story, there's power in that. That's why athletes come to TikTok."
Rounding out a sports-packed week, TikTok hosted a panel focused on sports fandom at the 2025 Gondola Sports Summit on May 20th in Denver. The panel brought together voices across the industry to offer insights into how TikTok is rewriting the playbook for sports storytelling, empowering both publishers and athletes to tell their story in new ways. KK Arnold, guard for the UConn Huskies, spoke to this shift, sharing: 'For me, TikTok is a space to show who I am beyond the game. The crowd sees me as an elite athlete on the court but on TikTok, they get to see me and my Girly Pops have fun. My dance routines, my chemistry with my teammates, the everyday moments that make my journey so special. It's where the culture lives—the fun, the energy, the real KK.'
Director of Women's Basketball at Octagon, Camille Buxeda, expanded on the platform's role in long-term brand building for athletes, 'Any athlete looks to build properties that will go beyond their playing days. TikTok is one of the best platforms to build that pillar in an athlete's business because no matter what's happening on the court, TikTok gives them a platform to grow their business off the court. TikTok is a forever thing.'
And the impact goes beyond storytelling. Camille also noted the impressive engagement metrics that back up the cultural momentum: "When looking at metrics and engagement rate of athletes on TikTok, women's content is overwhelmingly dominating – proving TikTok's audience is rooted in and engaged to their stories."
TikTok's impact on women's sports is undeniable, and only the beginning. As more athletes and publishers embrace a creator-first approach, TikTok will continue to redefine what sports fandom looks like. In a digital-first world where fans crave immediacy, intimacy, and authenticity, TikTok delivers.
For publishers, this means embracing a new playbook - one that elevates personalities
alongside performances and prioritizes content that draws fans in, not just to watch, but to feel part of the moment. Those who embrace this shift by empowering athletes, experimenting with formats, and spotlighting the magic behind the game will be the ones shaping the future of sports fandom.
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