TikTok joins UEFA’s Sign for an Equal Game campaign

UEFA EURO 2020 partner TikTok has announced it will join UEFA’s Sign for an Equal Game campaign, which encourages fans, players, clubs, national associations and other football stakeholders to join the fight against discrimination.

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.

Matthijs de Ligt, João Félix, Pernille Harder, Moise Kean, Paul Pogba and Jadon Sancho are backing the campaign and they hope to inspire fellow players and supporters alike to follow their example.

“We have been delighted to work with TikTok since they signed as a UEFA EURO 2020 partner four months ago. We are very impressed with the innovation and passion they have shown to connect fans around the globe,” said UEFA marketing director, Guy-Laurent Epstein.

“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.”

In addition to supporting the Equal Game initiative, last month TikTok launched their #SwipeOutHate campaign to send an unequivocal message to the TikTok community that hate has no place on TikTok and to encourage them to stand together against hate in football. TikTok also set out the steps it is already taking to tackle hate speech and the safety tools it makes available to its community here.

"We're proud to join UEFA’s Sign for an Equal Game campaign and to encourage the TikTok community to stand together against hate in football. Every day, we're reminded by our community about football's power to unite people from all over the world, and we are determined to protect the experience of enjoying football on TikTok from those who seek to spread hate and division,” said James Rothwell, head of marketing EMEA at TikTok.

"Nothing matters more to us than to keep TikTok a safe home for everyone, no matter who they are. Our goal is to eliminate hate in all its forms, and we're committed to that goal for as long as it takes."

TikTok joined UEFA as a partner for UEFA EURO 2020 in February, and in the process became the first digital entertainment platform to sponsor UEFA’s flagship national team competition. Ahead of the competition, TikTok launched a dedicated account with a mission to inspire and entertain millions of football fans worldwide with exclusive behind-the-scenes content as well as current and archival footage.

TikTok is one of the most downloaded apps in the world. Available in more than 150 countries, and in 75 languages, the platform is committed to building a fun, positive and embracing community by encouraging users to share their passion and creative expression through short-form videos.