Women’s Euro: UEFA, TikTok announce sponsorship deal

The GIST: On Friday, European soccer body UEFA and TikTok announced a deal making the short-form video network the global sponsor of the 2022 Women’s European Championship. The best part? Exclusive content straight from the Euros is heading to the social media platform. It’s about damn time.

The details: UEFA will launch a dedicated tournament TikTok account, and is sharing a library of assets with the social media giant. TikTok plans to use the assets for content, and will host several activations during the Euros.

• Traditional sponsorship features also made it into the partnership. TikTok will have branding opportunities at this summer’s competition, hospitality and ticketing access, and involvement in other fan activations.

Zooming out: TikTok is quickly emerging as a major global player after signing a four-year title sponsorship deal with the women’s Six Nations rugby tournament in January. Both agreements center around content, which adds TikTok to the list of social media platforms advancing the visibility of women’s sports.

• TikTok’s bet on women’s sports is also a bet on the platform’s current demographics — 56% of its users are women, and a whopping 75.5% are between the ages of 18 and 34. Sheesh.