Video-sharing social networking service — TikTok has been roped in as a Global Sponsor of UEFA EURO 2020, it has been announced.
Significantly, it is for the first time any digital entertainment platform has come to sponsor any major international tournament for UEFA and represents an exciting step for both TikTok and UEFA.
After this association with UEFA, TikTok is aiming to bolster its reputation as the home for soccer enthusiasts to share their passion for the game.
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.
Commenting on the development, Guy-Laurent Epstein, marketing director of UEFA, said: “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.”
Alongside the partnership, UEFA EURO 2020 will launch an official TikTok account prior to the tournament with a mission to inspire and entertain millions of football fans worldwide.
On the other hand, Rich Waterworth, general manager UK & EU at TikTok, said: “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 UEFA EURO 2020,” he added.
The partnership also includes broadcast sponsorship rights, giving TikTok brand exposure around UEFA EURO 2020 live match programmes across all European broadcast channels.