TikTok reveals UEFA Women’s EURO content partnerships

TikTok has formed a number of partnerships with broadcasters, players and pundits to create unique content for its platform during the UEFA Women’s EURO 2022. It is also rolling out new Women’s EURO 2022 special effects and sounds for TikTok users to put in their videos, and is broadcasting TikTok LIVEs during the tournament, as well as creating EUROs-inspired hashtag challenges.

UEFA’s Women’s EURO 2022 TikTok account (@womensfootball) will include behind-the-scenes content from the tournament, and UEFA will post a daily ‘Cultural Highlights’ compilation showcasing the fan experience in and outside the stadiums as well as the best moments from the UEFA Women’s EURO matches.

BBC presenter and former England defender Alex Scott (@alexscott), Lionesses Mary Earps (@1maryearps) and Beth Mead (@bethmead_), Swiss forward Alisha Lehmann (@alishalehmann7) and freestyle football world champion Liv Cooke (@livcookefs) will all provide a “unique window into the tournament” from their accounts, says TikTok. In the UK only, BBC Sport will also share the best moments from the tournament through its TikTok account.

TikTok says it will use a combination of technologies and moderation teams to “show the red card” to any content that seeks to spread hate and division. It will remove videos, comments and accounts that spread hate and bully others.

Building on its #SwipeOutHate x #EqualGame campaign from the Men’s 2020 EUROs, TikTok has created a new series of videos to encourage its community to #SwipeOutHate and keep the negativity off the pitch. These will launch in the coming days.

It will also add an announcement to football-related hashtags reminding people to report content they think doesn’t belong on TikTok to its teams.

Michele Uva, director of football and social responsibility, UEFA, said: “UEFA wants to tackle online abuse by inspiring, activating and accelerating concrete action across European football. We are excited to kick off a dedicated Respect programme at the UEFA Women’s EURO, aiming to create awareness, provide education, and monitor and report online abuse across all future UEFA competition finals. Within this context, we are delighted to work with and enhance the efforts of TikTok to implement concrete actions to stop online abuse.”

TikTok has also teamed up with Copa90 to create local guides to watching EURO 2022 matches across the host cities, from Brighton to Wigan. These showcase “how to have the most fun during the tournament and celebrate women’s football,” says TikTok. The TikTok account @copa90 will offer tips on travelling to the stadium, nearby attractions and the best places to eat when you get there. Copa90 will also look to add UGC to its ’Road to Wembley’ hub, through users submitting videos via the hashtag #DYT.