TikTok has been named as an official global partner for the delayed UEFA Euro 2020 tournament taking place later this year. It is the first time a digital entertainment platform has sponsored one of UEFA’s major tournaments.

TikTok will work with UEFA to launch a range of features including augmented reality effects, hashtag challenges, TikTok Lives and Sounds. Meanwhile, TikTok will have access to UEFA’s library of assets to develop content and encourage users to create their own moments on the platform.

“We are delighted to welcome TikTok as a UEFA Euro partner, a company that has become one of the most talked about digital entertainment platforms within the last year,” said Guy-Laurent Epstein, Marketing Director at UEFA. “Over the coming months, we are really looking forward to working closely with TikTok in order to provide fans globally, with a unique and innovative UEFA Euro experience, which will give them the opportunity to connect and share their passion around one of the world’s premier sporting events.”

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

“TikTok is fast becoming a place where people can enjoy a new type of experience for the beautiful game, as more and more football organisations, teams and players jump on our platform to engage directly with fans,” said Rich Waterworth, UK & EU General Manager at TikTok. “Were delighted to be partnering with UEFA Euro 2020, one of the worlds biggest sporting events, bringing the spirit and passion of this tournament to its fans on TikTok. Our community loves to celebrate sport in creative ways, and I cant wait to see how they engage with all the unmissable content we expect for the UEFA Euro 2020.”