TikTok, the digital entertainment platform, has been announced as a global partner of UEFA Women’s EURO 2022. Building on the successful partnership from last year’s UEFA men’s EURO, the partnership aims to champion this summer’s most-anticipated football competition and make it even more visible to a global audience.
Over the last few years, TikTok has seen tremendous growth in the coverage and engagement of women’s sports on the platform. The hashtag #womeninsports has garnered nearly a billion views, the England women’s national team has brought fans behind-the-scenes during competitions and Burnley FC Women has broadcast all of this season’s home matches live on TikTok.
Guy-Laurent Epstein, UEFA marketing director, said, “We are thrilled to once again partner with TikTok, this time for the biggest UEFA Women’s EURO ever. 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. It’s an exciting time to be a football fan.”
As a Global Sponsor, TikTok will work with UEFA to launch exciting features such as computer-generated effects, hashtag challenges, TikTok LIVEs and Sounds, in order to promote its products and services to its community. UEFA will also give TikTok access to its extensive library of football programming assets to develop highly engaging and innovative content.
Alongside the partnership, UEFA Women’s EURO 2022 will launch an official TikTok account prior to the tournament with a mission to inspire and entertain millions of football fans worldwide with exclusive behind-the-scenes content as well as current and archival footage.
Rich Waterworth, TikTok general manager, Europe, said, “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.”
The partnership will provide TikTok with ticketing, hospitality and branding opportunities as well as digital fan activations and exclusive content in the run-up to and during the tournament.
TikTok is one of the most downloaded apps in the world. Available in more than 150 countries, the platform is committed to building a fun, positive and embracing community by encouraging users to share their passion and creative expression through short-form videos.