NYON, Switzerland: UEFA announced on Wednesday that the digital entertainment platform TikTok will be a global sponsor of Euro 2020.
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,” UEFA announced in a statement.
Both entities will work together on the “launch of a series of functionalities, 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 “In addition, UEFA will also give TikTok access to its huge library of historical content to create new, engaging and innovative content,” the European football governing body explained.
For its part, UEFA EURO 2020 will open its official TikTok account before the tournament, to inspire and entertain millions of football fans around the world with exclusive behind-the-scenes, current and archival footage.
This collaboration includes sponsorship rights to broadcasts, which will give TikTok visibility on live shows of UEFA EURO 2020 matches on all European TV channels.
“We are delighted to welcome TikTok as a partner of UEFA EURO, a company that has grown into one of the most popular digital entertainment platforms in the last year. We look forward to working closely with TikTok to bring fans of all the world 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,” said UEFA Marketing director Guy-Laurent Epstein.
Rich Waterworth, general director of TikTok for the United Kingdom and Europe highlighted that the platform “is rapidly becoming a place where people can enjoy a new type of experience in the sport par excellence, since more and more soccer organizations, teams and players are jumping onto the platform to engage directly with fans”.
Waterworth added: “We are delighted to be partnering with UEFA EURO 2020, one of the biggest sporting events in the world, to bring the spirit and passion of this tournament to its fans on TikTok. Our community loves to celebrate sport creatively. and I can’t wait to see how they engage with all the content that 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.
