TikTok was flooded with sports content throughout EURO 2024. From the most exciting moments of the matches to behind-the-scenes footage, from post-match interviews to athletes off the field, the platform, which includes many content, has become indispensable for sports fans.
Fans of football teams competing in EURO 2024 came together on TikTok, and their posts throughout the tournament have reached more than 3.5 billion views. More than 2 million pieces of content were shared on the platform, where fanaticism and creativity come together, with the hashtag #EURO2024. 72 percent of TikTok users said they prefer to watch fan-edited content and reaction videos, while more than 60 percent said they feel a strong sense of community with other sports fans on the platform.
The teams that attracted the most attention from the TikTok community were England, the Netherlands, France and Spain, who made it to the finals. Despite not being in the finals, the Turkish National Team was also one of the prominent topics on TikTok throughout EURO 2024. In cooperation with the Turkish Football Federation, all aspects of our National Football Team’s EURO 2024 campaign were shared on TikTok. In the posts made by the Turkish National Team’s TikTok account @millitakimlar, ‘Our Kids’ arrival in Leipzig, Arda Güler asking his teammates one by one for their score predictions before the Austria match, fun moments from the preparations for the Austria match, the quarter-final celebrated by dancing in the locker room and many other special moments received great attention throughout the tournament. There was also a significant increase in the number of followers and interactions of the National Team.
TikTok helped spread the EURO 2024 atmosphere to a wider audience
Commenting on the fan spirit on TikTok, UEFA Marketing Director Guy-Laurent Epstein said, “We have witnessed the passion of fans on TikTok throughout EURO 2024 and seen how creative they are with the content they produce. The platform has provided a unique space for football fans to come together. We are also looking forward to the upcoming UEFA club competitions and the sharing that will be done on TikTok afterwards.”
“The atmosphere in the stadium has been recreated on TikTok, with fans sharing this excitement on our platform,” said Rollo Goldstaub, Head of Global Sports Partnerships at TikTok, adding that EURO 2024 was a game-changer for sports fans on TikTok. “We look forward to seeing athletes and fans continue to leverage the power of TikTok to reach new and existing audiences in the future.”