“An unfiltered camera into football culture and commentary” - the social media platform TikToking all of football’s boxes

Last year football content had 70 billion views on social media’s fastest growing platform, TikTok, who has struck partnership with UEFA ahead of delayed European Championships.

70 per cent of Europe’s leading clubs now have TikTok accounts, and 90 per cent of EPL teams.

“It gives them a licence to grow their brand outside of sports - from surfacing the human stories and behind-the-scenes sneak peeks to taking a greater stake in skills and learning,” says Head of UK Media partnerships.

TikTok believe that their algorithm can help players and clubs to reach a wider community of people who may not know them already - but became followers solely because of their content, not just because they are a fan of the club or player.