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TikTok adds EHF Euro 2022 deal to continental football sponsorships

Image: EHF

Social media platform TikTok will look to drive fan engagement through another major continental sports event this week as a sponsor of the men’s EHF Euro 2022 taking place in Hungary and Slovakia.

TikTok has added rights to the European Handball Federation’s showcase national teams competition, which starts on Thursday, to its presence as a sponsor of the Africa Cup of Nations football tournament, now on in the host country Cameroon. TikTok was also a tournament sponsor of last year’s Uefa Euro 2020 in a deal thought to be worth more than €30m ($34m) to European football’s governing body.

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