‘Perfect representation’: BWSL hails TikTok's role in globalising women's pro leagues

The Barclays Women's Super League (BWSL) said that the league’s massive growth on TikTok is a “perfect representation” of the increasing interest in women’s professional leagues.

Social media platform TikTok drove the biggest increase in video views with the Barclays Women’s Super League (BWSL) growing 268% year-on-year to 150 million views in 2023, according to new research by Women’s Sport Trust.

“The significant growth of our TikTok channel, and the continued increase in views, engagements, and followers across all of our other social channels, is the perfect representation of the soaring global appeal of our women’s professional leagues in England,” a BWSL spokesperson told The Asterisk.

“In 2023 alone, we saw a 268% increase in video views from the previous year on our TikTok channel. We also grew the community by 150%, and the numbers this year are already increasing at an exciting pace."

The BWSL had higher viewership on TikTok than the United States’ National Women's Soccer League and the Women's National Basketball Association league accounts, making it the leading domestic women’s league.

“TikTok provides another platform for the game to be seen”

The Manchester United Women’s TikTok channel has the largest following in the league. The channel is nearing the one million followers mark.

“Anything that helps bring the WSL to a new audience is welcome,” Deborah Henry, chairperson of Manchester United Women Supporters Club, told The Asterisk.

“Women’s football of all levels in this country deserves to be showcased to continue the engagement with existing fans and also shine a light for those unfamiliar with the game.

“TikTok helps provide another platform for the game to be seen and this is clearly seen in the viewing numbers,” she said.