TikTok and FIFA announced a partnership just ahead of the opening match of the Women’s World Cup next week, as they plan to produce content together around the games. TikTok’s play for World Cup attention comes as Twitter also is highlighting its affiliation with the games through a partnership with Fox Sports, which broadcasts the Women’s World Cup in the U.S.

TikTok and FIFA called their partnership their “first official collaboration, and the first time FIFA has worked with an entertainment platform to produce tailored content for the Women’s World Cup.”

FIFA has been active on TikTok on its own, especially around the last Men’s World Cup, just last year. For the women’s tourney, in Australia and New Zealand, FIFA plans to post behind-the-scenes videos and interviews with players, and boost World Cup creators. TikTok has been going for an ever-increasing share of sports conversation, which is an attractive segment for brands.

Related: A marketing guide to the World Cup

In the announcement, a TikTok rep said that hashtags around the Women’s World Cup—including trends such as #FIFAWorldCup—have garnered 38.2 billion views so far. That does include all FIFA chatter, however, including from last year's tournament. Still, there is no denying that TikTok is a place where players and fans are creating videos in anticipation of the event. 

TikTok declined to discuss what sponsors could appear in FIFA’s Women’s World Cup Hub. Fox Sports for its part has been promoting its coverage of the games on Twitter. Twitter historically has been the go-to social media app for major sports, such as the Super Bowl, Olympics and World Cup. Brands, including McDonald’s, Adidas, Visa and Frito-Lay, plan major marketing campaigns around World Cup as official sponsors. The brands also are typically highly active on social media while sports talk is buzzing online.

This year, Twitter has a lot riding on its World Cup coverage under new CEO Linda Yaccarino. Yaccarino joined Twitter last month to reinvigorate the advertising business. Yaccarino had been the chairman of global advertising and partnerships for NBCUniversal, where she helped develop strong ties between Twitter and NBCU’s sporting events. Networks such as NBC and Fox use Twitter to share videos from their exclusive rights to sports, and they sell sponsorships related to their social media posts and online videos.

Since Elon Musk bought Twitter last year, TikTok and other rivals have tried to capture brands looking for new platforms during real-time marketing moments, including sports.

Twitter declined to comment for this story. Yaccarino has been publicly touting how Twitter will drive interest around the Women’s World Cup. “Competition, it’s a beautiful thing,” Yaccarino tweeted on Tuesday. “Only nine more days until the [FIFA Women’s World Cup. The entire world will be tweeting.”

Fox Sports announced yesterday plans to exclusively stream live video shows on Twitter throughout the tournament. Fox Sports did not immediately respond to requests for comment about what World Cup sponsors paid to align with those shows.

To add complexity to the social media landscape, last week Meta launched Threads, yet another app for people and brands to talk about unfolding events of the day. Yaccarino was likely referring to Threads in her tweet about “competition.” Although Threads saw 100 million-plus downloads in its first week, the app lacks trends and search features so far, meaning it’s not easy to find conversations around popular topics. Meta is working on launching those features.

At least a couple of high-profile U.S. soccer players are on Threads, though, including Alex Morgan and Megan Rapinoe. The U.S. Women’s National Soccer Team also has an account.