Uefa has agreed a deal with TikTok that sees the social media giant become a global sponsor of the 2022 European Women’s Football Championship.
The deal will see TikTok launch a number of dedicated activations on the platform to allow users to customise their own posts, with Uefa also providing its new partner access to an extensive library of assets to develop content.
In addition, Uefa is launching an official Women’s Euro 2022 account on TikTok ahead of the tournament, which will run from 6th July until 31st July.
More traditional elements of the partnership include ticketing and hospitality access, branding opportunities and other fan activations.
The agreement sees TikTok link up with Uefa again, having been a global partner for the men’s Euro 2020 last year.