TikTok and UEFA enter the stadium: What it means for brands

Anupam Gupta

This article considers the opportunities to engage football fans on TikTok.

On the one hand, there’s UEFA: the ultimate association for anything involving football on the European continent, with competitions that are watched worldwide. On the other, there’s TikTok: the gamified video highlights reel incumbent which is closing in on a billion active users. Merge both, and you have a powerful offering, one that is capable of interacting with millions upon millions of fans – and that partnership is exactly what was announced last month.  

TikTok has had one of its most successful years, displaying a growth rate that far outweighs that of its competitors – the...

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