TikTok brings its community together to celebrate the biggest-ever UEFA Women’s Euros

As a Global Sponsor of the UEFA Women’s Euros, TikTok has extensive plans to bring its community closer to the action of summer’s most-anticipated football event, while celebrating the spirit of this iconic moment in the women’s sporting calendar.

Building on the success of its partnership with UEFA for Euro 2020, users can get involved in a variety of creative ways, from using innovative special effects and sounds in their videos, to joining in with TikTok Lives and Euros-inspired hashtag challenges.

All the best action and behind-the-scenes content from the tournament will be available to followers of UEFA’s dedicated Women’s Euro 2022 TikTok account (@womensfootball). As part of TikTok’s partnership, UEFA will post a daily Cultural Highlights compilation; showcasing the fan experience in and outside the stadiums, the best moments from matches, and the coming together of fans in this wonderful celebration of women’s football in England.

Players, pundits and creators, including BBC presenter and former England defender Alex Scott, Lionesses Mary Earps and Beth Mead, Swiss forward Alisha Lehmann and freestyle football world champion Liv Cooke, will also be giving the TikTok community a unique window into the tournament. The community in the UK will also be able to enjoy the best moments from BBC Sport on the platform during the tournament.

TikTok is working to encourage positive conversations and joyous connection on the platform. Building on its #SwipeOutHate x #EqualGame campaign from the Men’s 2020 Euros, it has created a new series of videos that encourage the community to #SwipeOutHate and keep the negativity off the pitch.

It has also added a temporary public service announcement (PSA) to football-related hashtags reminding people to report content they think doesn’t belong on TikTok. This PSA will be active throughout the tournament.

Ahead of the Euros, TikTok held a roundtable with football industry veterans, football players and the UEFA team to keep abreast of evolving trends and to help evaluate and improve its policies and enforcement processes.

Michele Uva, director of football and social responsibility, UEFA, said: “UEFA wants to tackle online abuse by inspiring, activating and accelerating concrete action across European football. We are excited to kick off a dedicated Respect programme at the UEFA Women’s Euros, aiming to create awareness, provide education, and monitor and report online abuse across all future UEFA competition finals. Within this context, we are delighted to work with and enhance the efforts of TikTok to implement concrete actions to stop online abuse.”

TikTok has also teamed up with COPA90 to bring fans the ultimate local guide to watching Euro 2022 matches across the host cities, from Brighton all the way up to Wigan. Aiming to elevate the fan experience by working with COPA90, the platform will be able to showcase to the UK-based community how to have the most fun during the tournament and celebrate women’s football.


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