TikTok is now the first “digital entertainment platform” to sponsor the UEFA EURO 2020 European Football Championship.
Looking to establish itself as the “home for football fans to share their passion for the game,” TikTok is partnering with UEFA EURO as an official Global Sponsor of the tournament. As team sports suffer during the pandemic, platforms like TikTok will help fans connect with their sport in a brand new way.
The partnership represents a world-first as TikTok is the first “digital entertainment platform” to sponsor a major international tournament for UEFA. According to the recent announcement, “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.”
During the last year, TikTok has been one of the most talked-about platforms so it really makes a lot of sense for UEFA EURO to use it to reach its fans and “provide fans globally with a unique and innovative UEFA EURO experience,” explains Guy-Laurent Epstein, marketing director of UEFA. Furthermore it “will give them the opportunity to connect and share their passion around one of the world’s premier sporting events.”
As Global Sponsor of the UEFA EURO 2020 tournament, TikTok will work closely with UEFA to launch a range of features like AR effects, Hashtag Challenges, TikTok LIVEs, and Sounds. In turn, UEFA will provide access to its library of historical assets to help create content for fans.
Further to the above, UEFA EURO 2020 will also launch an official TikTok account to help inspire and entertain fans around the world with content based on new and archival footage, and exclusive behind-the-scenes material.
“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,” explains Rich Waterworth, TikTok’s general manager for the UK & EU. “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.”
Finally, the partnership will give TikTok broadcast sponsorship rights, providing brand exposure related to UEFA EURO 2020 live match programmes on broadcast channels in Europe.
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