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TikTok becomes official UEFA Euro 2020 sponsor

UEFA Euro 2020 has partnered with its first digital entertainment platform, TikTok, to become the home for football fans to share their passion once the tournament kicks-off.

TikTok becomes official UEFA Euro 2020 sponsor

The unique collaboration between UEFA and the short-form mobile video app will make it the first digital entertainment platform to work with a major international tournament for UEFA.

Through the partnership with UEFA, TikTok is looking to cement its position as the home for football fans to share their passion for the game, following a number of football clubs across the world signing up to the platform and creating content for its fans.

As an official sponsor, 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.

Additionally, it will work with UEFA to launch a range of features, including AR effects, Hashtag challenges, TikTok LIVEs and sounds. UEFA will provide TikTok with its library of historical assets develop the best content.

Alongside its partnership, UEFA Euro 2020 will launch its own official account on the app to provide behind-the-scenes content and archive footage in the build-up to the event.

“We are delighted to welcome TikTok as a UEFA EURO partner, a company that has become one of the most talked-about digital entertainment platforms within the last year," started Guy-Laurent Epstein, marketing director of UEFA.

"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.”

Rich Waterworth, general manager UK & EU at TikTok, added: "TikTok is fast becoming a place where people can enjoy a new type of experience for the beautiful game, as more and more football organisations, teams and players jump on our platform to engage directly with fans.

"We're delighted to be partnering with UEFA EURO 2020, one of the world's biggest sporting events, bringing the spirit and passion of this tournament to its fans on TikTok. Our community loves to celebrate sport in creative ways, and I can't wait to see how they engage with all the unmissable content we expect for UEFA EURO 2020."

TikTok is one of the most downloaded apps in the world having been made available in more than 150 countries, and in 75 languages and will benefit from its continued exposure through the partnership, that will see the brand placed through live match programmes across all broadcast channels.

Author: Jake Wilkin