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PODCAST | TikTok’s Uefa Euro 2020 journey and the gamified future of sports content

James Rothwell, TikTok's head of marketing for EMEA, discusses the platform's impact during the tournament, followed by Sport Buff's founder and president Jonty Whitehead explaining how gamification and interactive layers can usher in deeper engagement.

1 July 2021 SportsPro
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SportsPro deputy editor Sam Carp talks to James Rothwell, head of marketing for EMEA at TikTok, about the social media company’s partnership with Uefa Euro 2020.

The conversations covers how TikTok’s campaign was brought together in the months before the tournament, what it has been doing to bring the fan conversation to its platform, and the impact that has been having on its community and its profile. Rothwell also reveals the type of content that has captured the imagination so far, from user-generated posts to Ed Sheeran's live-streamed concert.

Then (31.26), Sport Buff co-founder and president Jonty Whitehead explains to SportsPro editor at large Eoin Connolly how gamification and interactive layers are encouraging deeper engagement with fans and giving rise to new monetisation opportunities. He also discusses the lessons sports broadcasters can learn from audience behaviour in esports and on streaming sites like Twitch.

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