TikTok is the first digital entertainment platform to partner with UEFA EURO, as it aims to become the place for football fans to share their passion when the tournament gets underway.
TikTok has been announced as a global sponsor of UEFA EURO 2020. It is the first time that a digital entertainment platform has sponsored an international UEFA tournament. Announcing a new type of partner at UEFA EURO 2020 represents a very relevant milestone for both TikTok and UEFA.
Through this agreement with UEFA, TikTok wants to establish itself as the place where football fans share their passion for the sport. As an official platform, TikTok will provide a place where soccer fans can follow their favorite creators, share the best soccer content on TikTok, and create their own special moments, capturing reactions and celebrations around the tournament.
As a global sponsor, TikTok will work with UEFA to launch a number of features, including Augmented Reality Effects, Hashtag Challenges, Live Videos and Sounds. In addition, UEFA will also give TikTok access to its huge library of historical content to create new, engaging and innovative content.
For its part, UEFA EURO 2020 will open its official TikTok account in advance of the tournament, to inspire and entertain millions of football fans around the world with exclusive behind-the-scenes, current and archival footage.
In addition, the collaboration includes the sponsorship rights to the broadcasts, which will give TikTok visibility in the live programs of UEFA EURO 2020 matches on all European television channels.
Guy-Laurent Epstein, UEFA Marketing Director, said: “We are delighted to welcome TikTok as a partner of UEFA EURO, a company that has become one of the most popular digital entertainment platforms in the last year. We look forward to working closely with TikTok to provide fans around the world with a unique and innovative UEFA EURO experience, giving them the opportunity to connect and share their passion around one of the world’s leading sporting events. “
Rich Waterworth, General Manager for UK and Europe at TikTok, said: “TikTok is fast becoming a place where people can enjoy a new kind of quintessential sporting experience as more and more football organizations, Teams and players jump onto 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, to bring 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 content we will create for UEFA EURO 2020. “
TikTok is one of the most downloaded applications in the world. It is currently available in more than 150 countries and 75 languages and is committed to building a fun, positive, and welcoming community, encouraging users to share their passion and creative expression through short videos.