The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec


By John Glenday | Reporter

May 24, 2021 | 3 min read

TikTok is marking its sponsorship of Uefa’s Euro 2020 with an inimitable blend of football and user-generated content.

Devised by creative agency Dark Horses, the work marks the return of spectators to the beautiful game, channelling the passions of individual fans with a unique crossover campaign to reach a growing TikTok football community, which has now generated 118bn views of the #football hashtag.

Far from being passive observers, fans are being encouraged to get in on the action through user-generated content using the strapline ‘where fans play’.

Examples of the resulting medleys include a Ronaldo free kick being intercepted by an athletic cat and Gazza reprising his ‘dentist chair’ celebration being doused with a watering can instead of drinks by his teammates.

Steve Howell, creative partner at Dark Horses, commented: “The last time we had the Euros TikTok hadn’t even launched. Yep, it didn’t even exist. That’s how long it’s been. But, finally, the Euros are happening. And the hottest digital entertainment platform on the planet is sponsoring it.

“‘Where fans play’ is the alchemy of everything brilliant about an international football tournament – iconic moments on the pitch and unforgettable emotions off it.”

James Rothwell, European head of marketing at TikTok, added: “It’s been a long year for football fans waiting for the Euros and now it’s here the excitement is palpable. This campaign isn’t just about celebrating the return of football but giving those expectant fans around the world a way to get involved in the return of the beautiful game – whether they’re lucky enough to get a ticket or watching elsewhere. It’s been a thrilling journey working with Dark Horses to create this campaign.”

Led by a hero TV spot directed by Daniel Kaufman and produced through Anonymous Content, the work overlays memorable moments from past tournaments with contemporary TikTok content for the best of both worlds.

This will be supported by a digital and social push challenging users to create sporting magic by asking questions such as: “What’s a goal that lives in your head rent-free?”

The global campaign will focus on key markets in the UK, France, Italy, Spain, Russia and Germany, Turkey, MENA and Japan, and includes a station takeover in Munich and giant OOH sites in St Petersburg and Moscow.

Modern Marketing Social Media TikTok

Content created with:


TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Singapore, Jakarta, Seoul and Tokyo.

Find out more

More from Modern Marketing

View all