Following on from our pitch win at Dark Horses for TikTok’s sponsorship of UEFA EURO 2020, we created the brand platform for their sports sponsorship beyond the tournament.

‘Where fans play’ kicked off at EURO 2020 but is now the creative positioning for all of TikTok’s sports sponsorship, from The Africa Cup of Nations football tournament to the men’s and women’s Six Nation competitions.

The campaign also included the activation of key sponsorship assets such as LED boards and giant screen content in stadiums, large-scale out-of-home placements in hero markets across Europe, and supporting content on social media to allow fans to create their own moments during the tournament.