It’s official: Wolff Olins helps TikTok to activate first-of-kind sponsorship at EURO 2020.

TikTok is the first digital entertainment platform to partner with the UEFA EURO tournament, aiming to become a home for football fans to share their passion when the tournament gets under way.

As proud guardians of TikTok’s global brand, Wolff Olins has created a bespoke new design toolkit for EURO 2020. This will enable TikTok and its partner agencies to activate the new first-of-a-kind partnership in stadium, across marketing and in product for the duration of this highly anticipated tournament.

The bespoke branding will help TikTok to launch a range of content features promoting the tournament, such as augmented reality effects, Hashtag Challenges, and TikTok LIVE video streams. It will also enable TikTok to leverage UEFA’s library of assets to develop content and encourage users to create their own moments on the platform.

An official UEFA EURO 2020 branded TikTok account will also be launched ahead of the tournament, providing exclusive behind-the-scenes content as well as current and archival footage.

Tom Wason, Global Principal at Wolff Olins, said: “We’re delighted our client TikTok is partnering with one of the world's biggest sporting events. It’s an opportunity to bring more fun, energy and fresh relevance to the EUROs. Our design toolkit will help TikTok show up in an authentic way in front of millions of passionate football fans. We know people can’t wait for this tournament and we can’t wait to see them experience it in a totally new way.”