The online entertainment app, TikTok has been named as the global partner of the UEFA Women’s EURO 2022 tournament. The agreement intends to celebrate this season’s most-anticipated football tournament and make it even more accessible to a worldwide audience, building on the successful cooperation from last year’s UEFA Men’s EURO 2020.
Women’s sports coverage and engagement on TikTok have increased dramatically in recent years. The hashtag #womeninsports has nearly one billion visits, the England women’s national team has taken fans behind the scenes during competitions, and Burnley FC Women have streamed all of their home matches live on TikTok this season.
TikTok will collaborate with UEFA to launch innovative elements like computer-generated VFX, slogan contests, and TikTok live sessions and sounds to market its offerings to its community as a global sponsor.
TikTok will also have access to UEFA’s huge array of football broadcasting materials, allowing them to create hugely entertaining and original content.
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.”
Rich Waterworth, TikTok General Manager, Europe, stated: “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.”
UEFA Women’s EURO 2022 will also launch an official TikTok account ahead of the event, with the goal of inspiring and entertaining masses of football fans around the world through exclusive behind-the-scenes material along with present and archive footage.