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Euro 2020 hoping to trend with TikTok sponsorship

Uefa will also launch official tournament account on short-form video platform.

11 February 2021 Sam Carp

Getty Images

  • Deal marks first time a digital entertainment platform has sponsored the Euros
  • ByteDance-owned company will launch Euro 2020 features including AR effects, hashtag challenges, and TikTok Lives and Sounds
  • Broadcast sponsorship rights also included in partnership package

Short-form video app TikTok will be a global sponsor of this summer’s rescheduled Euro 2020 in what is the first time a digital entertainment platform has partnered with Uefa’s flagship national team tournament.

The deal will see the ByteDance-owned company work with European soccer’s governing body to launch a variety of features around Euro 2020, including augmented reality (AR) effects, hashtag challenges, and TikTok Lives and Sounds. TikTok will also gain access to Uefa’s extensive library of historical footage to develop content.

Under the agreement, TikTok will also gain broadcast sponsorship rights, giving the brand exposure around live match programming across all European broadcast channels.

In addition, Uefa will launch an official Euro 2020 account on TikTok in the build-up to the tournament, which will house exclusive behind-the-scenes content, as well as current and archive footage.

Guy-Laurent Epstein, Uefa’s marketing director, said: “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.”

Other official sponsors of Euro 2020, which is scheduled to take place across 12 cities from 11th June to 11th July, include Coca-Cola, Heineken, Takeaway.com and Vivo.

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