On the one hand, there’s UEFA: the ultimate association for anything involving football on the European continent, with competitions that are watched worldwide. On the other, there’s TikTok: the gamified video highlights reel incumbent which is closing in on a billion active users. Merge both, and you have a powerful offering, one that is capable of interacting with millions upon millions of fans – and that partnership is exactly what was announced last month.
TikTok has had one of its most successful years, displaying a growth rate that far outweighs that of its competitors – the...