Six Nations: Partnering with TikTok, witty analysis on YouTube and reaching the next generation

Joe Marler looks straight down the camera. Well, sort of straight. His eyes are crossed.

«Hello sexy banana,» he drawls, before throwing his head back and singing the phrase «very good, very nice» in a pin-sharp, high-decibel falsetto. external-link

It might not mean anything to the majority of fans following England in the Six Nations. But that's the idea. An important idea.

Because, since he filmed it in the days after the defeat by Scotland last month, Marler's impression of a viral Tenerife street salesmanexternal-link has been watched 1.4m times on TikTok.

«I think it is a nice, fun way to engage a different audience,» said Marler.

TikTok clearly agrees. The youngest social media giant announced a deal to sponsor the Six Nations earlier this year. A key part is title rights to the Women's Six Nations, which begins later this month.

Initially, the pair seemed an unlikely match. The Six Nations' partners have tended to be blue-chip companies with a slightly greyer clientele — luxury watches, business consultants, stout and the like.

However, Rich Waterworth, TikTok's general manager for UK and Europe, says it makes sense.

«It is a great demographic fit,» he told BBC Sport. «The chance to be title sponsors to the women's tournament was really important to us.

»TikTok is very focused on being representative of diverse communities and we were keen to support the incredible growth in women's rugby.

«It really is about different generations coming together, working with creators on content that appeals to a broad range of users.»

For the Six Nations, that wide appeal is key.

While older fans keep seats full and tills ringing, the future is less secure.

Recreational participation in down at many clubs, concussion concerns are up and