TikTok, the video-sharing platform, has expanded and extended its association with European soccer’s governing body UEFA, to cover the upcoming UEFA Women’s European Championships this summer through a global partnership deal.

The site, which first dealt with UEFA as a partner of last year’s men’s Euros, will “work with UEFA to launch exciting features such as computer-generated effects, hashtag challenges, TikTok Lives, and Sounds” across the tournament, “in order to promote its products and services to the community”, it has been announced today (May 12).

The governing body, as it did during the men's national teams' event, will also give TikTok access to its library of assets, while the tournament – set to take place in England during July – will launch an official TikTok account as well, which will feature both current and archival footage. 

TikTok is, meanwhile, set to receive ticketing, branding, and hospitality opportunities through the tie-up, while there will also be “digital fan activations” both in the run-up to and during the tournament.

The 2022 UEFA Women’s Euros will be contested by 16 sides across 10 English venues between July 6 and 31.

Guy Laurent-Epstein, UEFA’s marketing director, said: “We are thrilled to once again partner with TikTok, this time for the biggest UEFA Women’s Euros ever. With the TikTok soccer community ever-growing with teams, fans, creators, and associations, we are looking forward to showcasing this summer’s premiere sporting event featuring some of the greatest women’s footballers in the world through unique, creative, and engaging content.”

Rich Waterworth, general manager for Europe at TikTok, added: “We are delighted to continue this partnership as the official entertainment platform of UEFA Women's Euro 2022, and to build on our joint efforts to promote equality and inclusion in soccer … We cannot wait to see our community show their support for the women's game, as we make this year's championship even more accessible to our global community.”

TikTok’s last move in top-tier soccer came in mid-April when it entered into a sponsorship deal with Japanese soccer’s J.League.

That partnership will entail TikTok and the 18-team league putting on various activations across the course of the season, encouraging fans to upload videos to the platform based on soccer and their favorite J.League-related experiences. 

Other sports leagues to have collaborations in place with TikTok include Pakistani domestic cricket’s PSL and North American ice hockey’s NHL. 

Brands to have already come on board as specific sponsors for this year’s Women’s Euros, meanwhile, include Booking.com, Heineken, Hisense, Visa, Adidas, Nike, and Starling Bank.