TikTok inks deal with UEFA to become the fourth Chinese sponsor of Euro 2020

Short-form mobile video app TikTok signs a deal with the Union of European Football Associations (UEFA) to be the newest global sponsor of the UEFA Euro 2020, becoming the fourth Chinese sponsor of the Europe’s biggest football tournament. This is the first time a digital entertainment platform has sponsored a major international tournament for UEFA.

The deal will give TikTok broadcast sponsorship rights, providing brand exposure related to EURO 2020 football matches. They will also launch a range of content features to promote the tournament, such as augmented reality effects, Hashtag challenges, and TikTok Live video streams. UEFA said fans could use the app to “create their own special moments, reactions and celebrations around the tournament.”

“UEFA will also give TikTok access to its huge library of historical assets to develop highly engaging and innovative content,” the European soccer body said. UEFA Euro 2020 is expected to launch an official TikTok account prior to the tournament. TikTok, owned by Chinese company Bytedance, exploded on to the media landscape in 2018 and currently the most downloaded apps in the world.

“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,” explains Rich Waterworth, TikTok’s General Manager at UK and EU. UK user base is set to grow to reach the tens of millions this year.

“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,” Waterworth added.

In less than five month, the virus-delayed European Championship will commence, with the European governing body committed to hold the Games in the wake of the pandemic. The matches of the Euro 2020 were initially scheduled to be held at stadiums in 12 different cities across Europe. The host cities have been asked to come up with two to three plans out of those options.

Initially, Munich, Rome, St Petersburg and Baku will host quarter-finals as well as group-stage clashes, while Copenhagen, Bucharest, Amsterdam, Dublin, Bilbao, Glasgow and Budapest are the other venues, staging group-stage and last-16 encounters.The most glorious 24-team tournament will now take place from June 11 to July 11 in 2021.

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