Thought leadership

Tiktok has teamed up with Football Manager and specialist children’s charity War Child UK to sponsor FM’s first ever FMFC Away Kit and launch a series of activations to help raise the vital funds needed to support children and young people affected by war across the globe.

A total of 500 away jerseys will be available to pre-order exclusively on the TikTok platform, before general release mid-July with all proceeds going to War Child.

The platform will be the official jersey sleeve partner and will give its community exclusive opportunities to purchase the shirts.

TikTok will also be launching a hashtag challenge, #WearItForWarChild which will call on the community to share content wearing their favourite football kit to help raise awareness of War Child’s work and highlight the importance of play – something that children growing up in war zones often miss out on.

The hashtag will be accompanied by a TikTok Donation Sticker available in-app, which creators can use in their videos to raise funds for War Child. To further support the partnership, TikTok is also recreating real-world Stadium Banners to feature in-game in Football Manager.

Football Manager, a football management simulation game developed by Sports Interactive, is a long-standing partner of War Child having raised over £1.5m to date. This partnership will help the charity continue to raise funds in the sporting world, with support from TikTok’s fast-growing community of gaming and sport creators, fans, and players.

“We feel extremely fortunate to have the support of Tik Tok and Football Manager through this amazing campaign. Not only will it raise crucial funding which will enable us to reach so many children living in some of the most difficult and vulnerable circumstances, but it will shine a light on the power of football, and play itself, which is such an integral part of both childhood and adult creativity, expression, and potential” said Philanthropy and Partnerships Manager at War Child UK, Matt Pywowar.


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