This type of sponsorship necessarily appears innovative and opens up reflections for several reasons. The heart of the campaign is the production of User Generated Content (content produced by users), and it couldn't be otherwise: TikTok rewrites the paradigms , and its being a sponsor becomes a vehicle for participation . It follows that, in an area such as sports, made up of culture and a sense of belonging, social media is a perfect vehicle for creating a sense of community and for demonstrating the warmth of the fans, especially following a stormy period such as the one we have lived in these two years.
To convey this sense of belonging, TikTok has also added filters that allow you to virtually lift the cup ( #EuroTrophyTour ), wear the colors of your national team ( #DivisaVirtuale ) or send messages of equality in football ( #EqualGame ). There was no shortage of initiatives that also involved public figures, such as Ed Sheeran , who performed virtually on Friday 25 June, or Christian Vieri , who captured the emotions of the fans at the Olympic Stadium in Rome and took us behind the scenes of Europe Cell Phone Number List EURO 2020. TikTok sponsor and the event in Piazza del Popolo: the tournament TikTok sponsor and the strategic partnership with Zenith TikTok sponsor and the strategic partnership with Zenith In addition to being a vehicle for participation through its platform, TikTok has understood something fundamental: in a world increasingly dominated by digital, being physically present means differentiating yourself .
For this reason, a cage football tournament was organized in Piazza del Popolo and the TikTok Fanzone was inaugurated , with strategic partner Zenith. The tournament, which is attended by fans, saw its inauguration on 11 June with the participation of world champions Marco Materazzi and Gianluca Zambrotta. With this move, the entertainment giant has not only positioned itself as a virtual place in which to share content on EURO 2020, but has also created a physical place in which to create moments of discussion between fans. The tournament will end on 11 July, corresponding to the European final. A replicable model: what best practices?