From behind-the-scenes moments to real-time fan reactions, hilarious edits, or educational content about football stars and teams, TikTok has become a go-to destination for sports content and fandom throughout EURO 2024. The perfect platform for sports and sports culture, TikTok's full screen, sound-on experience mirrors the action and excitement of any stadium. Coming off the heels of the EURO 2024 finals, we're sharing a roundup of the most exciting trends and content that have inspired the global TikTok community.

Fueling fandom through creativity Whether shining a light on authentic stories or taking a greater stake in skills and learning, sports brands, organizations, teams, and athletes have a huge opportunity on TikTok to be discovered and grow their brand outside of sports, driving new kinds of awareness and engagement that ultimately leads to fandom. 72% of global TikTok users say they enjoy watching fan edits, reaction videos, or other fan-made sports content on TikTok, with over 60% saying they feel a strong sense of community with other sports fans on the platform.** EURO 2024 teams brought together fans around the world as they cheer for their favorites, with all associated TikTok accounts* amassing almost 3.5 billion views to date. Fans cheered on the final four teams, whose team accounts are among the most popular on TikTok: England (@england), Netherlands (@onsoranje), France (@equipedefrance), and Spain (@sefutbol). Meanwhile, despite not having landed a spot in the finals, teams from Georgia (@nakrebi), Turkey (@millitakimlar), and Germany (@dfb) have won off the pitch, as their team accounts have seen the biggest increase in followers and engagement on the platform. The official England (@england) account grew by almost 300k followers during the tournament which behind the scenes footage from the team camp proving especially popular.

We've seen fandom and creativity go hand-in-hand, as fans and athletes turn to TikTok to capture the spirit of the EUROs, with almost 2 million posts hashtagged #EURO2024 created throughout the tournament. The official EURO 2024 creative effect, which allows fans to do a 'blind ranking' of their favorite EURO legends was featured in videos around the world with more than 30,000 posts to date.

Check out some of the most unforgettable EURO 2024 moments on TikTok:

Discovering unique content through the EURO 2024 Hub

On TikTok, organizations and broadcasters can connect authentically with inspired audiences, spark relevant conversations, and build engaged communities around major sports moments like the EUROs. Our in-app EURO 2024 Hub featured real-time tournament updates, also highlighted the best moments from every match day, from never-before-seen moments to fan reactions and commentary. To date, the hub has garnered almost 13 million visits from fans, with most search queries coming from fans across Germany, Italy and the UK.

With a focus on authentic content providing fans a sneak peek behind official tournament updates, TikTok adds a new dimension to how fans enjoy football. In the UK, we've collaborated with BBC Sport and ITV Sport to bring fans closer to the action, we also partnered with Footballco and Global Fan Network to amplify the high-quality football content across our community.

"We've been delighted to see the passion and creativity of fans on TikTok throughout EURO 2024 while enjoying UEFA's innovative content offering, including phone-shot in-stand celebrations from all games. The platform has provided a unique space for football fans to come together, celebrate the tournament and share their excitement in many authentic and creative ways. TikTok's reach has been instrumental in celebrating fandom around EURO 2024, and we're excited to see how it continues to evolve through the upcoming UEFA club competitions and beyond. " said Guy-Laurent Epstein, Marketing Director, UEFA.

"EURO 2024 has been a game-changer for sports fandom on TikTok. From the electrifying atmosphere of a stadium recreated through our immersive format to the passionate communities built around teams and stars, fans have found a unique home to celebrate the beautiful game. This tournament is a testament to the creativity and passion of fans worldwide, and we're excited to see how teams, athletes, and brands continue to harness the power of TikTok to reach new and existing audiences in the years to come," said Rollo Goldstaub, Global Head of Sports Partnerships, TikTok.

Creating a safe and supportive space for sports on TikTok

As part of our ongoing support for athletes and teams on TikTok, we work closely with national football associations, clubs, and UEFA to take swift action against content that breaks our rules. During the EUROs, this work was supported by a cross-functional group of dedicated safety professionals to rapidly respond to any emerging harmful content.

In addition to removing harmful content, we empower people to customise their experience on TikTok through a slate of safety and privacy controls. For example, our comment controls allow people to decide who can comment on their videos, filter out comments with specific words or turn off comments all together. And if you'd rather not be reminded of the final result, you can filter videos which contain specific keywords in a video description or stickers.

Celebrating the season of sports

EURO 2024 may have wrapped up, but TikTok will continue to bring our global community closer to the thrill and excitement throughout this season of sports. Make sure to follow your favorite athletes and teams on TikTok to keep up with their top moments, get a behind-the-scenes look at their journeys, and so much more.

*Consolidated views from participating teams, UEFA EURO2024 and player accounts from 14 June - 12 July, 2024

**Source: TikTok Marketing Science Global Olympics & Sports Survey via Suzy, January 2023

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