Video service app TikTok becomes a partner of Euro 2020, UEFA announced.
AR themed effects, hashtag challenges, live streaming and official sounds will be featured by TikTok as part of the partnership.
UEFA will originate an official TikTok account where it will post exclusive content.
“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.”