By John McCarthy

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.

Last year, TikTok exceeded more than 100 million users in both the US and Europe – a strong addition to 600 million Douyin users in China, but it is still far off the billions of Facebook and YouTube. Enter football.

TikTok’s EMEA marketing boss Rothwell has Read full story ›

Source: The Drum