UEFA partnered with TikTok in front of Euro 2020 (European soccer tournament played every 4 years to decide the best soccer nation in Europe) and provided fans a unique opportunity to connect and share their passions around one of the world's premier soccer tournament.

TikTok received access to UEFA's extensive library of highlights, footage, and content. TikTok also gained broadcast sponsorship rights that gave the brand exposure around live match broadcasting.

TikTok in turn launched augmented reality effects, hashtag challenges and TikTok lives and sounds for UEFA.

UEFA launched an offical Euro 2020 account of TikTok during the build up to the famous European tournmament. The account housed exclusive behind-the-scene content as well as cuurrent and archived footage.