UEFA announces TikTok partnership

Social media entertainment app TikTok has signed a new deal with the UEFA that will see it become a Global Sponsor of the 2022 European Women’s Football Championship.

The partnership will see TikTok launch a host of curated activations on its platform, which will have computer-generated visual effects, slogan contest and live sessions for the users. TikTok will also have ticketing and hospitality access along with branding on ground and other fan engagement activities. UEFA will also launch an official TikTok account before the event that will provide exclusive behind-the-scenes footage and other content as well.

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Guy-Laurent Epstein, UEFA Marketing Director, commented:
“We are thrilled to once again partner with TikTok, this time for the biggest UEFA Women’s EURO ever. With the TikTok football community ever-growing with teams, fans, creators and associations, we are looking forward to showcasing this summer’s premiere sporting event featuring some of the greatest women’s footballers in the world through unique, creative and engaging content. It’s an exciting time to be a football fan.“

Rich Waterworth, TikTok General Manager, Europe, added:
“Since our partnership with UEFA for EURO 2020, we have seen TikTok become the home of football fandom; with creators, players and nations alike coming together to share their passion for the beautiful game, in a uniquely TikTok way. We are delighted to continue this partnership as the Official Entertainment Platform of UEFA Women’s EURO 2022, and to build on our joint efforts to promote equality and inclusion in football through TikTok’s #SwipeOutHate campaign and UEFA’s #EqualGame.

“We cannot wait to see our community show their support for the women’s game, as we make this year’s championship even more accessible to our global community.“

The partnership with the Women’s Euro builds on TikTok’s previous deal, which saw it partner Euro 2020 as well.