TikTok turns into the fourth Chinese language firm to sponsor soccer’s Euros

The UEFA international tournament was postponed from last summer. / Ronny Hartmann / AFP

The UEFA international tournament was postponed from last summer. / Ronny Hartmann / AFP

TikTok is the youngest sponsor of the Summer European Football Championship and thus the fourth Chinese supporter of the postponed tournament.

The competition, also known as Euro 2020, was originally scheduled for last year but has been postponed due to the coronavirus pandemic. The decision made by the European football association UEFA could cost “hundreds of millions” of dollars.

The deal between UEFA and TikTok was negotiated against the backdrop of the administration of former US President Donald Trump, which tried to ban the social media app from app stores after declaring it posed a threat to the national Security unless it was acquired by an American company.

The potential influence of TikTok users was demonstrated last June when they were cited as the reason for unfulfilled visitor expectations at Trump’s campaign event in Tulsa, Oklahoma.

UEFA said that fans of the tournament could use TikTok to “create their own special moments, reactions and celebrations around the tournament,” and promised to give the app “access to its vast library of historical assets for exciting and innovative purposes Develop content. “”

TikTok is joining three other Chinese companies – Alipay, Hisense and Vivo – among the tournament’s eleven main sponsors. The competition will now run from June 11th to July 11th in 16 cities across Europe, from Bilbao to Baku and from Glasgow to Rome.

Source (s): AP

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