Short-form mobile video app TikTok has been announced as a Global Sponsor of UEFA EURO 2020. This is the first time a digital entertainment platform has sponsored a major international tournament for UEFA and represents an exciting step for both TikTok and UEFA, bringing a new kind of partner to UEFA EURO 2020.
TikTok will be the global sponsor for the rescheduled Euro 2020 soccer tournament set to begin in June this year, the sport's European governing body UEFA announced on Thursday.
The popular Chinese short video app, the first digital
entertainment platform to sponsor a major international tournament for UEFA,
also has broadcast sponsorship rights as part of the deal.
UEFA said in a statement that TikTok will launch features
such as augmented reality effects, hashtag challenges, TikTok LIVEs and Sounds
for the tournament.
"We are looking forward to working closely with TikTok
to provide fans globally with a unique and innovative experience, which will
give them the opportunity to connect and share their passion," said UEFA
marketing director Guy-Laurent Epstein.
The 24-nation Euro 2020 tournament, a major revenue
generator for UEFA and the national federations across Europe, was postponed in
March by 12 months due to the COVID-19 outbreak.
The rescheduled event will take place from June 11-July 11
this year across 12 cities.
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