The TikTok GamePlan: To Magnify Women’s Sport

Welcome to the first episode in a new series called The TikTok Gameplan.

Over the course of several episodes across the year, we'll be exploring the social giant's approach to sport through the prism of some of its key executives and content creators.

In this first episode of the series, we dig into TikTok's Gameplan for magnifying women's sport.

To help us do that, we called upon the services of the Queen of TikTok herself, England goalkeeping legend Mary Earps, who announced her retirement from international football in May 2025, having won 53 caps and helped her country to a Euros win and a World Cup Final.

She has also found herself central to the battle for mainstream recognition that women's football has been fighting, particularly through the campaign to get Nike to manufacture and sell her replica goalkeeper jerseys for women.

Joining Mary and Leaders' Managing Director Laura McQueen were TikTok's North American sports lead Kat Marquez, and former basketball player and coach Chloe Pavlech, who is now Chief Growth Officer of start-up 3x3 women's basketball league Unrivaled.