Uefa announced a new partnership on Thursday after TikTok was unveiled as an official sponsor for Euro 2020.
The tournament, which was postponed last year because of the Covid-19 outbreak, is still scheduled to take place this summer across 12 countries with seven games at Wembley Stadium in London including both semi-finals and the final on July 11.
This is the first time a digital entertainment platform has sponsored a major international Uefa tournament. As an official partner, TikTok will provide a place where fans can follow their favourite football content creators, share the best TikTok football content, and create their own special moments, reactions and celebrations around the tournament.
Rich Waterworth, general manager UK & EU at TikTok, said: “TikTok is fast becoming a place where people can enjoy a new type of experience for the beautiful game, as more and more football organisations, teams and players jump on our platform to engage directly with fans.
“We’re delighted to be partnering with UEFA EURO 2020, one of the world’s biggest sporting events, bringing the spirit and passion of this tournament to its fans on TikTok. Our community loves to celebrate sport in creative ways, and I can’t wait to see how they engage with all the unmissable content we expect for UEFA EURO 2020.”
Football content has had a meteoric rise on TikTok, with over 70 billion views using #football. As a global sponsor, TikTok will work with Uefa to launch a range of exciting features including AR effects, Hashtag Challenges, TikTok LIVEs and Sounds, in order to promote its products and services to its community. Uefa will also give TikTok access to its huge library of historical assets to develop highly engaging and innovative content.
Alongside the partnership, Uefa Euro 2020 will launch an official TikTok account prior to the tournament with a mission to inspire and entertain millions of football fans worldwide with exclusive behind-the-scenes content as well as current and archival footage.
The partnership also includes broadcast sponsorship rights, giving TikTok brand exposure around Uefa Euro 2020 live match programmes across all European broadcast channels.