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TikTok Euros sponsorship delivers immediate results

UK search interest in social media platform TikTok more than doubled during the opening weekend of UEFA Euro 2020 earlier this month, new research has revealed.

The analysis of Google Trends data by creative resource Design Bundles reveals that searches for TikTok in the UK increased by 143% compared to the 2021 average on Saturday 12 June, the second day of Euro 2020, when three games were played.

Interest remained high the following day – 136% higher than the average this year – when a further three matches were played, including England’s opening group match against Croatia.

TikTok was officially announced as a global sponsor of UEFA Euro 2020 in February, when it revealed plans to work with UEFA to launch a range of features to promote the platform to fans.

UEFA launched an official Euro 2020 TikTok account prior to the tournament, featuring behind-the-scenes content as well as current and archival footage – it currently has four million followers, and 48.7 million likes for its videos.

The partnership also included broadcast sponsorship rights, giving TikTok brand exposure around UEFA EURO 2020 live match programmes across all European broadcast channels.

A spokesperson for Design Bundles, which conducted the study, said: “TikTok already ranks as one of the most downloaded apps in the world, so it’s fascinating to see how a major sponsorship such as this, activated on traditional mass media platforms, can still move the needle for a brand. Meanwhile, UEFA is seeing benefits too – the official Euro2020 TikTok account already has more than one million more followers than its equivalent on Twitter.”