TikTok has been confirmed as an Official Partner of this summer’s UEFA Women’s EURO 2022 tournament taking place in England.

The move builds on the success of the partnership with UEFA for EURO 2020 and the landmark Title Sponsorship of the Women’s Six Nations rugby competition.

The social media content giant has also built a unique partnership with Burnley FC Women who stream all their home games live on TikTok

The hashtag #womeninsports has racked up almost a billion views with content like England’s Lionesses taking us behind-the-scenes, to Spain’s women’s Primera División sponsor Iberdrola showcasing the pride and passion of women’s football through #JueganComoChicas (#PlayLikeGirls), and football freestylers like Lia Lewis inspiring young women to get into the beautiful game.

With the tournament kicking off on 6th July across England, there will be TikTok LIVEs and EUROs-inspired hashtag challenges as well as an official UEFA Women’s EURO 2022 TikTok account ahead of the tournament, which aims to inspire and entertain the global football community with exclusive behind-the-scenes content, plus current and archival footage.

We will be launching a Sport for Business TikTok account at our Sport for Business Women in Sport event at the Aviva Stadium next week though maybe on a slightly smaller scale to this. With a pair of 16-year-old content creators, we are hopeful of at least not embarrassing ourselves.

“We are thrilled to once again partner with TikTok, this time for the biggest UEFA Women’s EURO ever,” said Guy-Laurent Epstein, marketing director of UEFA.

“With the TikTok football community ever-growing with teams, fans, creators and associations, we are looking forward to showcasing this summer’s premiere sporting event featuring some of the greatest women’s footballers in the world through unique, creative and engaging content. It’s an exciting time to be a football fan.”

TikTok have also shared with us some of the content creators it may be worth following…

  • UEFA Women’s Football (@womensfootball) covering UEFA Women’s Football for #WEURO2022, #UWCL & #WePlayStrong.
  • England (@england) and Northern Ireland (@northernireland) who also meet in the group stages during the tournament.
  • Alex Scott (@alexscott) the presenter, pundit, and former professional footballer who mostly played as a right-back for Arsenal and England, and football TV presenter Alison Bender (@alibendertv).
  • England’s Manchester United and goalkeeper Mary Earps (@1maryearps), Arsenal forward Beth Mead (@bethmead_) and Alisha Lehmann (@alishalehmann7) of Aston Villa and Switzerland.
  • TikTok creators including freestyle football world champion five times world record holder Liv Cooke (@livcookefs) and female World Panna Champion Harriet Pavlou (@harrietfreestyle).


Sport for Business Perspective

The youth and vigour that TikTok has brought to its sporting sponsorships has been a real revelation, abolishing the feat that sport sometimes has of short-form content not telling the full story.  It has provided access to a younger audience and now to be doing so primarily through the Women’s game is something very special.




Sport for Business Partners