Inside TikTok’s fast-tracked Euro 2020 sponsorship: ‘I’ve never worked so fast and hard’

In February 2021, TikTok surprised many by announcing a global sponsorship of the Uefa Euro 2020, the delayed football tournament set to kick off just four months later. The clock was ticking, and James Rothwell, its head of marketing EMEA, explains how he managed to pull together its first big sports sponsorship in record time.