As we approach UEFA EURO 2020, we're reminded every day by our community about football's power to unite people from all over the world. For many, football is a positive force, and the work to ensure that anyone and everyone can share in this love must never stop.
We're proud to be the first digital entertainment platform to partner with UEFA EURO 2020 and this summer we'll be bringing our European community a variety of football content. Starting today football fans on TikTok will be able to recreate, celebrate and amplify the action from the tournament through TikTok via exciting features including AR effects, Hashtag Challenges, TikTok LIVEs and Sounds.
TikTok is the home of creativity and joy and we’re delighted to be able to bring our football community these creative tools to express their love of the beautiful game and connect with their favourite players. But we also want to make sure we’re using our platform to encourage diversity and inclusion in football, to stamp out racism and enhance the fan experience for everyone.
Sign for an #EqualGame
Last month, UEFA kicked off its new Sign for an Equal Game campaign. This new campaign, launched with the backing of some of the biggest global talents of this generation, invites all members of the football community to pledge for greater equality in football.
As part of our partnership with UEFA EURO 2020, we’re joining the fight against discrimination in football. From Monday, the TikTok community can show their support for equality in football by using our Sign for an #EqualGame AR effect -- simply put your thumbs up to the camera to activate the effect!
This feature will allow users to write their name or draw their signature, unlocking the TikTok equality badge for their page. We’re calling on all members of the football community and beyond, to get behind the initiative and pledge for greater equality in football.
Sign for an Equal Game is based on the belief that anyone and everyone should be able to enjoy football and we can only fight discrimination if we stand together. By sharing personal stories and digital signature cards on their social media platforms, Matthijs de Ligt, João Félix, Pernille Harder, Moise Kean, Paul Pogba and Jadon Sancho hope to inspire fellow players and supporters alike to follow their example.
Fans can create their personalised signature card on TikTok or visit the #EqualGame campaign website. This will allow everyone to support their football idols in spreading the important message of inclusion and equality.
Guy-Laurent Epstein, UEFA marketing director said: “We have been delighted to work with TikTok since they signed as a UEFA EURO 2020 partner four months ago. We have been very impressed with the innovation and passion they have shown to connect fans around the globe.”
“We are equally proud that TikTok have shown such enthusiasm to support our Sign for an Equal Game campaign and share our commitment to end discrimination within football. Millions of people use TikTok and this is a great way for us to reach even wider audience and promote greater equality within football.”
Our stance against online abuse, hate speech and discrimination
In addition to our support for the Equal Game initiative, last month we launched our #SwipeOutHate campaign to send an unequivocal message to our community that hate has no place on TikTok and to encourage them to stand together against hate in football. You can find out more about the steps we're already taking to tackle hate speech and the safety tools we make available for our community here.
As a platform, we know there is always more we can and must do to improve our policies, processes and products to help keep TikTok a safe home for everyone, no matter who they are. Our goal is to eliminate hate, and we're committed to that goal for as long as it takes.