UEFA announced a partnership with video service TikTok.
“We are delighted to welcome a company that has become one of the most talked about entertainment mobile platforms over the past year as a partner of Euro 2021,” said UEFA Marketing Director Guy-Laurent Epstein.
“In the coming months, we look forward to working closely with TikTok to show fans around the world a new and unique way to engage with the European Football Championship, giving them the opportunity to communicate and share their passion for one of the world’s leading sporting events.”
As part of the partnership, TikTok will feature AR themed effects, hashtag challenges, live streaming and official sounds.
Also, UEFA will launch an official TikTok account where it will publish exclusive content.