TikTok appoints Dark Horses for EURO 2020 partnership

23 Feb 2021

By: Sport Industry Group

TikTok has appointed Dark Horses to run its UEFA EURO 2020 sponsorship account after a pitch against a number of unnamed agencies.

The social media platform announced last week that it had become an Official Partner of the tournament, which was postponed until this summer, as it looks to build awareness among football fans. TikTok says it aims to  become a home of fandom for football culture and drive interest in the app beyond to a wider audience. 

London-based sports creative agency Dark Horses will handle all of the creative sponsorship work for the platform, including sponsorship bumpers that will play across Europe, strategy and creative leading up to the tournament and branding look and feel.  

Melissa Robertson, Chief Executive of Dark Horses, said: “Sport has become one of the only true mass cultural movements we have now, and the EUROs will be a huge moment for so many people. TikTok specifically wants to get involved in the fan side of football, so this is the perfect brief for us.”

The tournament is scheduled to begin in Italy in June, with matches still set to take place across Europe. The final is slated for 11th July at Wembley in London.