The European Handball Federation (EHF) has announced a partnership for the Men’s EHF EURO 2022 with video-focused social media platform TikTok.

In what has been described as a ‘first of its kind’ deal in handball, the platform will acquire presence on LED and cube advertising in arenas throughout the whole duration of the tournament. 

EHF Secretary General, Martin Hausleitner, commented: “We are absolutely thrilled to be partnering with a worldwide brand of TikTok’s reputation for our flagship national team event.

“We are also encouraged to see that our own Home of Handball TikTok channel is fast becoming a place for online handball culture and that our goals of reaching new audiences are being achieved.

Furthermore, TikTok viewers will be involved in some of the sport’s activations including live chats between players and experts and additional behind-the-scenes content, as well as the launch of an official hashtag challenge #HandballSkills.

“We believe that teaming up with TikTok can open the door for us to engage with potentially millions of new handball fans around the world that wouldn’t historically be reached or have a connection with our sport,” Hausleitner continued.

Additionally, a dedicated landing page for EHF EURO 2022 will be also available on through the partnership which will reportedly contain highlights and best moments of EHF EURO 2022, the #HandballSkills videos, upcoming LIVEs and tournament schedules. Also, a group of selected TikTok content creators will be invited to attend selected matches.

Paula Kornaszewska, Head of Operations CEE TikTok, added: “Being a modern entertainment platform, TikTok forms deep associations with the most important events, bridging offline and online worlds to achieve a unique added value. 

“Sports is undoubtedly one of the most important content categories for the TikTok community. We’re thrilled to support the EHF EURO 2022 and that, in result, will again deliver outstanding opportunities for the sport fans within the whole Europe.”

From tomorrow, the men’s tournament is taking place in Hungary and Slovakia across five venues with nine matches taking place on the opening day of the competition. 

The event’s grand finale is set to happen in Budapest, which will see the champions crowned inside the newly constructed MVM Dome on 30 January.

TikTok has formed many other sports partnerships in recent months as the platform has continued to grow. Last week, the Confederation of African Football (CAF) also announced a similar partnership which saw TikTok promise to bring content to fans of the sport in the continent and globally.

This collaboration also looks to introduce pre/ post match content, highlights and football-related challenges, whilst marking the company’s first major brand partnership in Africa. 

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