Fifty Digital to Launch TikTok for European Professional Club Rugby

Fifty Digital, the multi-award winning creative, digital and social agency in sponsorship and sport, are pleased to announce that they have been appointed to launch and manage the new TikTok account for European Professional Club Rugby (EPCR).

EPCR, tournament organiser of the Heineken Champions Cup and EPCR Challenge Cup, represents the pinnacle of club rugby, featuring the leading professional clubs across Europe battling it out to be crowned kings of the continent.

Fifty Digital will be responsible for implementing a six-month launch and growth strategy for the EPCR TikTok channel, producing content that utilises the platform’s bespoke functionality to connect with a new, younger audience in both rugby and sport in general.

Activating in-game action, archive footage and talent access, Fifty Digital will be tapping into rugby, sporting and cultural trends to bring new eyes and ears to the sport in anticipation of two mouth-watering finals at Marseille’s sun-drenched Stade Vélodrome on Friday 27 and Saturday 28 May.

By activating EPCR’s TikTok platform, Fifty Digital will bring increased engagement and awareness to both the Heineken Champions Cup and Challenge Cup and convert engaged fans into known, transactional fans, focussing on the UK, Ireland, France and Italy audiences.

Stuart Winship, Digital Lead, EPCR, said: “We are really pleased to partner with Fifty Digital for our next chapter, evolving our approach to reach and engage rugby audiences around the world. Fifty Digital’s innovative response and point of differentiation they can offer fans on the platform made it clear the team live and breathe all things social media and digital trends, alongside the wider cultural and sporting knowledge to launch EPCR on TikTok in a compelling way. We’re looking forward to what the next six months will bring.”

Nick Jackman, Co-Founder of Fifty Digital, said: “It is a real honour to be selected by EPCR to launch their new TikTok channel. We are delighted to have shown not only our depth of understanding of rugby content, but the opportunities for EPCR to offer rugby and sports fans unique content on the platform. With some of the world’s best teams and players as assets, we are perfectly primed to produce a new wave of content.”

Sarah Hartwell, Global Business Director at Fifty Digital, said: “TikTok is such an exciting, diverse platform which evolves every day, and we are honoured to launch EPCR into this world. We are in a strong position to leverage learnings from our client portfolio across how to effectively launch a channel, as well as producing engaging, relevant content underpinned by the latest platform trends and insights. It is an exciting time to consume content on TikTok and we look forward to making that happen for EPCR.”