TikTok, which is a Global Sponsor of the UEFA Women's EURO 2022 football tournament starting today, has unveiled its plans for coverage of the event. UEFA's dedicated Women’s EURO 2022 TikTok account is @womensfootball, and as part of TikTok's partnership, UEFA will post a daily 'Cultural Highlights' compilation, showcasing the fan experience in and outside the stadiums, and the best moments from the matches.
Players, pundits and creators including BBC presenter and former England defender Alex Scott Lionesses Mary Earps and Beth Mead, Swiss forward Alisha Lehmann, and freestyle football world champion Liv Cooke will also be giving the TikTok community a unique window into the tournament in the UK. TikTok users in the UK will also be able to enjoy the best moments from BBC Sport on the platform during the tournament.
TikTok has also teamed up with COPA90 to bring fans a local guide to watching EURO 2022 matches across the host cities. Follow @copa90 for top tips on travelling to the stadium, nearby attractions and the best places to eat when you get there.
To protect the experience of enjoying football on the platform from those who seek to spread hate and division, TikTok has created a new series of videos to encourage users to #SwipeOutHate and keep negativity off the pitch. These will launch in the coming days.
In addition to these videos, TikTok has added a temporary public service announcement (PSA) to football-related hashtags reminding people to report content they think doesn't belong on TikTok to its teams. This PSA will be active throughout the tournament.
“UEFA wants to tackle online abuse by inspiring, activating and accelerating concrete action across European football,” said Michele Uva, Director of Football and Social Responsibility at UEFA. “We are excited to kick off a dedicated Respect programme at the UEFA Women’s EURO, aiming to create awareness, provide education, and monitor and report online abuse across all future UEFA competition finals. Within this context, we are delighted to work with and enhance the efforts of TikTok to implement concrete actions to stop online abuse.”