Uefa, the governing body of European football, has reached an agreement with TikTok to make the social media behemoth a global sponsor of the 2022 European Women’s Football Championship, thesportsbay.com reports.
TikTok will publish a series of specific activations on the platform to allow users to personalize their own postings, and Uefa will provide its new partner with access to a vast library of assets to generate content as part of the arrangement.
In addition, before of the competition, which runs from July 6 to July 31, Uefa is introducing an official Women’s Euro 2022 account on TikTok.
Ticketing and hospitality access, branding possibilities, and other fan activations are some of the more traditional aspects of collaboration.
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.
