TikTok has partnered with UEFA to become a Global Sponsor of UEFA EURO 2020.
The move marks the first time a digital entertainment platform has sponsored a major UEFA international tournament, and will see TikTok provide a place for fans to follow their favourite football content creators, share the best TikTok football content, and create their own special moments, reactions and celebrations around the tournament.
As a Global Sponsor, TikTok will work with UEFA to launch a range of new features including AR effects, Hashtag Challenges, TikTok LIVEs and Sounds. UEFA, meanwhile, will also give TikTok access to its library of historic assets to develop highly new content for fans.
Alongside the partnership, UEFA EURO 2020 will launch an official TikTok account prior to the tournament leveraging its behind-the-scenes content as well as current and archival footage.
“We are delighted to welcome TikTok as a UEFA EURO partner, a company that has become one of the most talked about digital entertainment platforms within the last year,” said Guy-Laurent Epstein, Marketing Director, UEFA.
“Over the coming months, we are really looking forward to working closely with TikTok in order to provide fans globally, with a unique and innovative UEFA EURO experience, which will give them the opportunity to connect and share their passion around one of the world’s premier sporting events.”
Rich Waterworth, General Manager UK & EU, TikTok added: "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 the UEFA EURO 2020."
The partnership also includes broadcast sponsorship rights, giving TikTok brand exposure around live match programmes across all European broadcast channels during the tournament itself.