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In recent years, content platform TikTok has been partnering with live sporting events to grow its audience base, a strategy that will continue with its announcement that it will become the official entertainment platform of the UEFA Women’s Euro 2022 soccer tournament.
The competition will begin on July 6 and will comprise of 31 matches, with 16 nations competing including countries such as Austria, Belgium, Denmark, England, Finland, France and Germany. As a global sponsor, TikTok will build on its partnership with the men’s competition which took place last summer and aims to support growth of women’s sport on the platform.
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