TikTok has announced its partnership with UEFA to stand in solidarity with UEFA’s Sign for an Equal Game campaign. This is UEFA EURO 2020’s first ever partnership with a digital entertainment platform to create football content on TikTok.
TikTok revealed their aim to help fans connect with the football community and celebrate the sport:
“TikTok is the home of creativity and joy and we’re delighted to be able to bring our football community these creative tools to express their love of the beautiful game and connect with their favourite players. But we also want to make sure we’re using our platform to encourage diversity and inclusion in football, to stamp out racism and enhance the fan experience for everyone.”
TikTok will be welcoming users to support the campaign with the help of features such as #EqualGame AR effect, Hashtag Challenges, TikTok LIVEs and Sounds. Campaign supporters can also create their customised signature card on TikTok as well as the campaign website to support their favourite footballers and further raise awareness against discrimination.
Guy-Laurent Epstein, Marketing Director at UEFA, shared his joy over the latest partnership and commended TikTok’s support for the Sign for an Equal Game campaign:
“We have been delighted to work with TikTok since they signed as a UEFA EURO 2020 partner four months ago. We have been very impressed with the innovation and passion they have shown to connect fans around the globe. We are equally proud that TikTok have shown such enthusiasm to support our Sign for an Equal Game campaign and share our commitment to end discrimination within football. Millions of people use TikTok and this is a great way for us to reach even wider audience and promote greater equality within football.”
In their fight against discrimination, the Sign for an Equal Game campaign would feature football professionals from across regions to pledge their support for equality in football. The campaign will highlight personal stories from Matthijs de Ligt, João Félix, Pernille Harder, Moise Kean, Paul Pogba and Jadon Sancho.
Moreover, TikTok is set to host the UEFA Euro 2020 Live Show premiering on June 25 with popular guests Ed Sheeran and David Beckham.
We've enlisted #DavidBeckham to help @edsheeran warm up for the TikTok UEFA Euro 2020 LIVE Show! Don't miss the first live performance of his new single – only on TikTok. Be there at 9pm BST on June 25th. #EdTikTokLIVE pic.twitter.com/MUK8bguWul
— TikTok UK (@tiktok_uk) June 4, 2021