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UEFA has added video-sharing social media platform TikTok as their global sponsor for the rescheduled Euro 2020 tournament which is due to take place this summer.

TikTok will join the tournament’s portfolio as the first digital enter­ta­inment platform to sponsor a major inter­national tournament for UEFA. The tournament is scheduled for this summer, having been postponed due to the Covid-19 pandemic in 2020.

The deal was negotiated by CAA Eleven, UEFA’s exclusive sales agency for men’s national team football.

An official Euro 2020 TikTok account will be launched prior to the tournament and the two organisations will collaborate on a range of features including AR effects, Hashtag Challenges, TikTok lives and Sounds.

TikTok will also gain access to UEFA’s library of historical assets to utilise in developing content and acquire broadcast sponsorship rights across European broadcast channels.

Chinese companies now comprise four of UEFA’s 11 main tournament sponsors. TikTok joins Alipay, Hisense and Vivo.

Source UEFA