Social media company TikTok has become the first ever title sponsor of the Women's Six Nations, which will now become known as the TikTok Women's Six Nations.
The partnership will run for the next four years, from the 2022 season through to 2025.
TikTok will also become an official partner to the Guinness Six Nations and the Autumn Nations Series.
In a statement, TikTok said a "huge year" is set to unfold for women’s rugby, and it recognises its responsibility to promote the players, teams, unions and stories within the sport.
It said it has committed "significant" investment and promotional support to drive the growth of audience engagement with Women's rugby.
"As a platform designed to bring fans even closer to the action, TikTok will offer new and existing rugby fans a window into one of the fastest growing areas of the sport, Women's rugby," it said in a statement.
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As part of its partnership across Six Nations Rugby, TikTok said it will use dedicated "TikTok Rugby Creators" to enhance the experience for the fans.
"The role of the TikTok Rugby Creator will be to give everyone exclusive access to the game, its culture, people, and big moments, proving TikTok is where all fans play," the company said.
"Rugby fans on TikTok will be able to access content from respective tournament and union accounts, with in-app activations including custom effects and hashtag challenges that will further engage the rugby fanbase on TikTok."
Ben Morel, CEO of Six Nations Rugby, said the significance of the partnership can't be understated.
"The very first title partner in the history of the Women's Six Nations Championship, as well as support for the Guinness Six Nations and Autumn Nations Series is something to be incredibly excited about," he said.
"TikTok shares our ambitions for providing fans with the best possible experience and has the perfect platform for fans to access and engage with rugby throughout the year.
"Complementing this is the collective aim of giving the sport a global shop window to reach new and existing fans and put the likes of the Women's game in front of more people," he added.
Rich Waterworth, General Manager, Europe, TikTok, said they are excited to be partnering with Six Nations Rugby for the next four years.
"The fast growth of sporting talent, fan communities, sports trends and commentary on TikTok makes the platform a compelling place to engage new and existing audiences for Six Nations Rugby, bringing the spirit and passion of these iconic tournaments to our diverse and creative community," he said.
"We're especially delighted to be the title sponsor of what is now the TikTok Women's Six Nations; as a platform that's built around inclusion, we are passionate about giving an equal footing to men's and women's sport," he added.