UEFA EURO 2020 has announced TikTok as their Global Sponsor. This would also be the first time a digital entertainment platform has sponsored a major international tournament for UEFA. This will represent exciting progress for both TikTok and UEFA, which would bring a different kind of partnership to UEFA EURO 2020.
With this partnership with UEFA, TikTok is looking forward to rock-solid its reputation as a huge stage for football fans to share their passion for the game and drive awareness with new audiences.
Being the official partner, TikTok are in a plan of providing a stage to the fans where they can follow their favourite football content creators, share their favourite or best TikTok football content, and, also where they can create their own special moments, reactions and celebrations around the tournament.
“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. 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,” Guy-Laurent Epstein, marketing director of UEFA, stated.
TikTok as a Global Sponsor will tie-up with UEFA to launch a range of exciting features for TikTok which includes AR effects, Hashtag Challenges, TikTok LIVEs, and Sounds, to promote its products and services to its community. Not only this, but UEFA will also provide TikTok access to its vast library of historical assets to develop highly engaging and innovative content.
Also, UEFA EURO 2020 will launch an official TikTok account before the tournament with an aim to inspire and entertain millions of football fans globally with different kinds of content, which will include exclusive behind-the-scenes content as well as current and archival footage.
“TikTok is fast becoming a place where people can enjoy a new type of experience for the beautiful game, as more and more football organizations, 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 UEFA EURO 2020,” Rich Waterworth, general manager UK & EU at TikTok, said in an interview.
This partnership also includes broadcast sponsorship rights, which will give TikTok a great brand exposure around UEFA EURO 2020 with live match programmes across all European broadcast channels.
