TikTok and the European Handball Federation (EHF) have launched a new cooperation ahead of the men’s EHF Euro 2022 championships. We’ve seen a lot of movement from TikTok into the sporting world recently, and this collaboration is further proof. TikTok will be advertising on in-arena LED screens and other inventory during the event under this new arrangement.
TikTok will be keeping busy with this partnership, as it will host various digital activations on its platform throughout the tournament. It has already begun in locations throughout Hungary and Slovakia. This will include live player interviews as well as behind-the-scenes footage.
This popular short-form social video platform will also create a #HandballSkills challenge and a dedicated tournament web page. Highlight movies, skill videos, live content, and other tournament information will be abundant on the EHF Euro 2022 portal. Not only that, but certain TikTok creators will visit matches during the tournament to provide their own perspectives on the event.
The EFH claims that their ‘Home of Handball’ TikTok following has expanded by 1,000% in the previous 18 months. This popularity has led to some big posts with its most popular post reaching 14 million viewers on the platform. The collaboration with TikTok can allow them to engage with possibly millions of new handball enthusiasts around the world who would not have previously been contacted or had a relationship with the sport.
Over the previous 18 months, TikTok has been increasingly engaged in the sports sector. Its most notable move is becoming a tournament partner for last summer’s Uefa 2020 European Championship. Recently, TikTok has reached agreements with the Confederation of African Football (CAF) for the 2022 Africa Cup of Nations, as well as collaborations with a number of soccer teams and the DFL Supercup, Germany’s premier soccer competition. Without a doubt, sports is one of the most essential content categories for the TikTok community. With this in mind, supporting the EHF Euro 2022 will once again provide exceptional chances for sports enthusiasts across Europe.