May 13 – TikTok has become an official partner of the Women’s EURO 2022 in a one-event deal, following on from its partnership with the men’s EURO 2020 championship last year.
TikTok is seeing huge growth in women’s sport on its short-form video social media platform.
The hashtag hc.af1713916466eu@za1713916466broC.1713916466rehpo1713916466tsirh1713916466C1713916466|5e5583228486478f17d208da239072ff|86c909a2695c4f9c84fe0371d2e68653|0|0|637861400547559575|Unknown|TWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0=|3000|||&sdata=BKr5DIFHvwLBgJAyZeFMWd6SndrOtAf3nmNYhT9dTbI=&reserved=0">#womeninsports has had almost a billion views while the platform has pushed into the women’s game with live streaming of Burnley’s women’s team, going behind the scenes with England’s Lionesses, and Spain’s women’s Primera División sponsor Iberdrola showcasing the pride and passion of women’s football through #JueganComoChicas (#PlayLikeGirls).
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.”
TikTok will launch an official UEFA Women’s EURO 2022 TikTok account that will have exclusive behind-the-scenes content, plus current and archival footage.
Rich Waterworth, General Manager, Europe, TikTok, said: “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.
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