UEFA Partner TikTok Leverages Euro 2022 By Extending Its #SwipeOutHate Initiative

TikTok Swipe Out State Euro 2022 1

TikTok, an official sponsor of UEFA Euro 2022, linked up with influencers, pundits and creators to produce a series of social videos themed around #SwipeOutHate which aims to combat negativity around the tournament.


TikTok teamed up with BBC presenter and former England right back Alex Scott (@alexscott), current Lioness stars Mary Earps (@1maryearps) and Beth Mead (@bethmead_), Swiss forward Alisha Lehmann (@alishalehmann7) and freestyle football world champion Liv Cooke (@livcookefs) to create content around the competition and maximise the campaign reach.


@womensfootball 1️⃣ day to go. Who’s winning it? #WEURO22 ♬ original sound – UEFA Women’s EURO


The campaign also showcase how its community can get involved in the tournament and the project in a variety of creative ways ranging from using TikTok’s innovative special effects and sounds in their videos, to joining in with TikTok LIVEs and EUROs-inspired hashtag challenges.


The content urges viewers to follow UEFA’s dedicated Women’s EURO 2022 TikTok account (@womensfootball) to keep up with all the best action and behind-the-scenes content from the tournament.


Plus, another part of TikTok’s partnership sees UEFA post a daily ‘Cultural Highlights’ compilation; showcasing the fan experience in and outside the stadiums, the best moments from the UEFA Women’s EURO matches, and the coming together of fans in this wonderful celebration of women’s football in England.


As well as the co-created videos, TikTok also added a temporary public service announcement (PSA) to football-related hashtags through the tournament which remind people to report content they think doesn’t belong on TikTok to our teams.


As one of the tournament’s global sponsors, TikTok aims to bring its micro video social community closer to the action of what is set to be the biggest women’s sports event ever and with more than a billion views on the platform TikTok believes that its users love to engage with and celebrate #WomenInSports.





This latest campaign builds on the sponsor’s previous partnership #SwipeOutHate x #EqualGame men’s UEFA for EURO 2020 activation success.


@tiktok_uk Learn how you can #SwipeOutHate ♬ original sound – TikTok UK


The initiative is built on TikTok’s awareness that racism and other hate speech in football is still far from being eradicated and its determination to ‘protect the experience of enjoying football on our platform from those who seek to spread hate and division’.


The activation reinforces TikTok’s Community Guidelines which make clear that it does not tolerate hateful behaviour, bullying or harassment and the supporting PR explains how the platform uses a combination of technologies and moderation teams to show the red card to this behaviour by removing videos, comments and accounts that spread hate and bully others.


It was back on 12 May 2022 that TikTok became the Official Entertainment Platform of UEFA Women’s Euro 2022 which built on its work with the men’s tournament, as well as its title sponsorship of the Women’s Six Nations rugby, a partnership with Burnley FC Women (who stream all their home games live on TikTok), as well as with Spain’s Primera División sponsor Iberdrola showcasing the pride and passion of women’s football through #JueganComoChicas (#PlayLikeGirls), as well as with invidiual players such as football freestylers like Lia Lewis and Harriet Pavlou.




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