TikTok announced as global sponsor of UEFA Women’s Euro 2022

TikTok is to be the official entertainment platform of UEFA Women’s EURO 2022. As a global sponsor of the event, TikTok says it will shine a spotlight on women’s sport. Its partnership follows its sponsorship of EURO 2020, and TikTok sponsoring the Women’s Six Nations rugby.

TikTok says it has seen an “incredible growth of women’s sport” on the platform, with England’s Lionesses posting behind-the-scenes clips, Spain’s women’s Primera División sponsor Iberdrola showcasing the pride and passion of women’s football through #JueganComoChicas (#PlayLikeGirls), and football freestylers like Lia Lewis inspiring young women to get into the game. TikTok also has a partnership with Burnley FC Women who stream all their home games live on TikTok.

Furthermore, the hashtag #womeninsports has had up almost a billion views on TikTok.

The UEFA Women’s EURO 2022 tournament kicks off on 6 July across England. TikTok will offer special effects and sounds to be included in TikTok videos, and will create TikTok LIVE and EUROs-inspired hashtag challenges. There will also be an official UEFA Women’s EURO 2022 TikTok account ahead of the tournament, which aims to inspire and entertain the global football community with exclusive behind-the-scenes content, plus current and archival footage.

Guy-Laurent Epstein, marketing director of UEFA, 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, general manager, Europe, TikTok, 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.”