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TikTok becomes Women’s Euro 2022 global sponsor

Deal includes dedicated tournament activations on social video platform.

13 May 2022 Rory Jones

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  • Official Women’s Euro 2022 TikTok account to launch ahead of championship
  • Social media giant previously partnered with Uefa for men’s Euro 2020

Uefa has agreed a deal with TikTok that sees the social media giant become a global sponsor of the 2022 European Women’s Football Championship.

The deal will see TikTok launch a number of dedicated activations on the platform to allow users to customise their own posts, with Uefa also providing its new partner access to an extensive library of assets to develop content.

In addition, Uefa is launching an official Women’s Euro 2022 account on TikTok ahead of the tournament, which will run from 6th July until 31st July.

More traditional elements of the partnership include ticketing and hospitality access, branding opportunities and other fan activations.

The agreement sees TikTok link up with Uefa again, having been a global partner for the men’s Euro 2020 last year.

“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,” said Guy-Laurent Epstein, marketing director of Uefa.

Rich Waterworth, general manager of TikTok 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.”

TikTok’s agreement with Uefa marks the social media firm’s latest foray into women’s sports, after becoming the first ever title partner of the Women’s Six Nations earlier this year.

The social video platform says that the hashtag #womeninsports has generated almost one billion views.

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