Short-form mobile video app TikTok has been announced as a Global Sponsor of UEFA Euro 2020.
This is the first time a digital entertainment platform has sponsored a major international tournament for UEFA and represents an exciting step for both TikTok and UEFA, bringing a new kind of partner to UEFA EURO 2020.
Through its partnership with UEFA, TikTok is looking to cement its reputation as the home for football fans 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.
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As a Global Sponsor, TikTok will work with UEFA to launch a range of exciting features including AR effects, Hashtag Challenges, TikTok LIVEs and Sounds, in order to bring surprise and joy to its community. UEFA will also give TikTok access to its huge library of historic assets to develop highly engaging and innovative content.
Alongside the partnership, UEFA EURO2020 will launch an official TikTok account prior to the tournament with a mission to inspire and entertain millions of football fans worldwide with exclusive behind-the-scenes content as well as current and archival footage.
The partnership also includes broadcast sponsorship rights, giving TikTok brand exposure around UEFA EURO2020 live match programmes across all European broadcast channels.
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