Euro 2020 x TikTok: a game changing deal off the pitch?
I must admit, it still feels a bit weird. If you’d told me in January 2020 that I would be writing a blog post on the global sponsorship deal between TikTok and Euro 2020 in June 2021, I don’t think I’d have believed you. But, as we know, a lot changes in 18 months…
The coronavirus pandemic obviously impacted the tournament itself, delaying it by a year, but it’s helped contribute to a remarkable twelve months for the digital platform. Over the past year alone daily consumption of popular sports hashtags has quadrupled to 1.5 billion video views a day, with football videos amassing 185 billion views.
TikTok has become a home where people can find a community and rally around topics they love. The TikTok algorithm is the most proactive of any platform in this regard. Serving users with videos on topics they already know and love as well as on topics and trends waiting to be unearthed.
The commercial relationship between sport and TikTok isn’t completely new. Previously Tennis, Motor Racing and the X Games have all signed deals with the platform. But the Euros is a huge step for both UEFA and TikTok, with it being the first time a digital entertainment platform has sponsored a major international UEFA tournament.
The partnership has highlighted TikTok’s sporting credentials, thrusting it further in to the mainstream, and promised to bring the tournament to life on your phone screen. We’re now well over a week into the tournament, have those promises been delivered?
To a younger sports fan, the content is very familiar in many ways. The dedicated Euro 2020 homepage showcases ex-pros discussing (and almost inevitably disagreeing with) team selections, replays of standout moments and result summaries. But if you dig a little deeper, this is where the partnership really comes into its own.
Whilst just 13 of the 24 teams at the tournament have an official presence on the platform, many are using the Euros to get closer than ever before to fans. Wales (via #WelshWithCymru) and Scotland (via #TellMeYoureScottish) are amongst the many national sides to launch their own UGC hashtags.
Music is a key part of the platform’s success and the Euros are utilising it. There’s a brand new ‘Hot 50 Football’ chart which highlights the top tracks for football videos each week, Raheem Sterling and Ian Wright have created playlists whilst John Barnes has taken to the platform to challenge fans to create their own version of the infamous #WorldInMotion Rap. We’re yet to see any of the current England players have a go though…
Whilst TikTok’s ability to utilise users’ creativity and foster a community are also on display. In the ‘place a goal’ feature, users can try and recreate their favourite goals by flicking an animated football into (hopefully) the back of the net! In ‘VAR Gesture’ creators can place a second video inside a rectangle, and transition between the two, meaning users can VAR anything! Whilst the Virtual Trophy Tour, a Virtual Kit and Face paint Try On and football-themed fireworks when your team wins gets fans closer than ever to the action.
Although turning to TikTok as my second screen during the tournament felt slightly strange to begin with, it now feels a natural fit as it adds humour, music and an authentic link to many of the players and teams. Judging by the tournament so far the partnership between TikTok and sport is only going to grow!
Many of our clients are already partnering with us here at Fifty Digital to discuss their TikTok social strategy, if you would like to know more about how you can best utilise the fastest growing social platform let us know. Get in contact with us at hello@fifty.digital now.
