TikTok will work with UEFA to launch a range of features including augmented reality effects, hashtag challenges, TikTok Lives and Sounds. Meanwhile, TikTok will have access to UEFA’s library of assets to develop content and encourage users to create their own moments on the platform.

“We are delighted to welcome TikTok as a UEFA Euro partner, a company that has become one of the most talked about digital entertainment platforms within the last year,” said Guy-Laurent Epstein, Marketing Director at UEFA. “Over the coming months, we are really looking forward to working closely with TikTok in order to provide fans globally, with a unique and innovative UEFA Euro experience, which will give them the opportunity to connect and share their passion around one of the world’s premier sporting events.”

An official UEFA Euro 2020 TikTok account will also be launched ahead of the tournament, providing exclusive behind-the-scenes content as well as current and archival footage.

“TikTok is fast becoming a place where people can enjoy a new type of experience for the beautiful game, as more and more football organisations, teams and players jump on our platform to engage directly with fans,” said Rich Waterworth, UK & EU General Manager at TikTok. “Were delighted to be partnering with UEFA Euro 2020, one of the worlds biggest sporting events, bringing the spirit and passion of this tournament to its fans on TikTok. Our community loves to celebrate sport in creative ways, and I cant wait to see how they engage with all the unmissable content we expect for the UEFA Euro 2020.”

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The confectionary giant has lined up legends from Premier League big boys Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur to front the campaign. Former players include Ian Wright, Petr Cech, Gary Neville, Robbie Fowler, Micah Richards, and Rafael van der Vaart.

The campaign, developed in partnership with creative agency Elvis, features national social content starring Ian Wright, which sees the viewer finding Wright’s shirt in their Cadbury pack before popping up in Wright’s living room – to the surprise of the Arsenal legend. Alongside Wright’s ad, there will be club-specific social content featuring the other legends, as well as several radio ads.

“We’re delighted to bring our popular Find a Legend, Win a Legend promotion back for 2021, partnering with the nation’s top football clubs to offer some amazing prizes,” said Pippa Rodgers, Brand Manager at Cadbury’s parent company, Mondelez International. “We wanted to offer a fresh take on Legends while retaining strategic consistency. It’s a simple and flexible campaign which we hope will drive even more participation and engagement than in previous years.”

The Find a Legend, Win a Legend promotion invites consumers to buy promotional Cadbury bars. If their pack has a legend’s shirt inside it, they win an experience with that legend. If there isn’t a shirt, they can enter their barcode online at legends.caduryfc.com and find out if they have won a £5/€5 or £10/€10 club shop voucher, or a personalised message from one the legends featured in the campaign – which is now in its fourth year.

Last year, Cadbury worked with the same group of football clubs, as well as some fans, to tap into the ‘pass it on’ social video trend for its ‘Match & Win’ campaign.

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The club, through a partnership with talent identification platform AiScout, is enabling anybody above the age of 14 to record and upload themselves undertaking specific football drills to the AiScout mobile app for free. All videos uploaded to the app are analysed by AI technology to help Burnley’s scouts identify the most talented individuals.

Players identified as having potential will be invited to attend a formal academy trials day this year, with a chance of claiming a place in Burnley’s Category 1 Premier League Academy.

“This is a first opportunity for us to introduce new data-led technologies into the football club and promote Burnley to the wider football world by giving aspirational young players across the world an opportunity. We look forward to expanding the programme throughout 2021,” said Alan Pace, Chairman of Burnley FC.

“With the pandemic currently leading a suspension of youth football in Lancashire and across the UK, this trial represents an open and inclusive opportunity for football players to complete a set of drills in their own environment that could end with them being scouted by a Premier League club.”

Last year, AiScout received an investment from ALK Capital, which acquired an 84 per cent stake in Burnley for £200m in December 2020 through its sports investment arm, Velocity Sports Partners.

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In response to the COVID-19 pandemic, mobile-only digital ticketing is being used exclusively via The SSE Arena Wembley app, which is powered by Realife Tech.

In addition to using the mobile app to get into the arena, the app will be the only way of ordering food and drinks during the event on Saturday 12 December. Those ordering food and drinks will be asked to remain in their seats until they receive a notification to say their order is ready to pick up, further reducing crowd movement and congestion in the arena.

“We are thrilled to be bringing fans back for the Heavyweight title match between Anthony Joshua and Kubrat Pulev,” said John Drury, VP and General Manager for The SSE Arena, Wembley. “The comfortability and security of our fans is our highest priority, and utilising Realife Tech will allow visitors to experience live events in a safe, convenient, and enjoyable way.”

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DAZN will launch its first 5G payment plan integration, enabling customers with 5G-enabled handsets to enjoy higher quality streams, with faster download speeds and latency, from 11 December.

Customers of KDDI’s AU mobile carrier will also receive three months access to DAZN viva the Data Max 5G plan.

“Millions of fans across Japan have already changed the way they watch live sport via DAZN. More accessible, more flexible and more affordable than before. The possibilities of 5G and our partnership with KDDI, kick starts some incredible opportunities for us to take that sports-viewing experience to the next level,” said Ben King, Chief Subscription Officer at DAZN.

“We look forward to working closely with KDDI to explore opportunities that 5G presents to create more interactive and more engaging viewing experiences including real-time data, community, gamification, augmented and virtual reality.”

The agreement between DAZN and KDDI is an extension to the pair’s existing relationship, having launched direct carrier billing for AU customers back in February.

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Bolt will gain access to Dugout’s embed player and its library of behind-the-scenes and archived footage from more than 120 football clubs around the world, as well as national leagues and federations. This library includes 3,500 videos generated by Dugout’s production team each month, thousands of pre-existing archive videos, and never-before-seen content including pre- and post-match interviews, training sessions updates, and other non-match footage.

“We are delighted that this new agreement with Bolt.Global will allow us to deliver international football content to a rapidly-growing audience of passionate football fans in South Asia and Africa,” said Mark McFarlane, APAC GM at Duguout.

The Dugout embed player will be introduced to the Bolt+ livestreaming platform and the Bolt X digital asset wallet across iOS, Android, and connected HiSense TVs for over 14m users in South Asia and Africa.

“Our audiences will no doubt enjoy the variety and quality of premium football content being served by Dugout,” said Jamal Hassim, Founder and CEO of Bolt.Global. “We aim to use Bolt X Wallet and Bolt Token to drive not just viewership of the Dugout content but also engagement with it. Bolt.Global will also work with Dugout on tentpole event driven campaigns and content creation.”

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BeIn Sports North America will utilise Dugout’s embed player, which will provide access to 3,500 videos from Dugout’s production team every month and tens of thousands of pre-existing archive videos. There will also be livestreamed content including pre- and post-match interviews and training session updates.

“The partnership with Dugout unlocks a wealth of extraordinary soccer footage for North American fans. Our loyal viewers are always hungry for new forms of entertainment and unique ways to engage with the game they’re passionate about,” said Juan Di Polo, Senior Digital Director at BeIN Sports North America. “Working with Dugout furthers BeIN Sports’ mission to be a destination for world-class sports content and we are glad to offer even more of this content to our growing fanbase through this partnership.”

BeIN Sports North America holds the rights to leagues and competitions including La Liga, Ligue 1, Turkish SüperLig, Copa Libertadores, and Copa Sudamericana.

“We’re extremely pleased to announce a partnership with such a high profile and well-regarded global publisher that has established deep roots with North America’s dedicated soccer fanbase,” said Elliot Richardson, Chairman and Co-founder of Dugout. “BeIN Sports’ audiences will gain access to hours of archive footage in addition to Dugout’s live-stream product, which work together to give audiences that electric feeling of being at the games, while having additional off-limits footage to provide a fuller fan experience.”

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The campaign, developed in partnership with creative agency Elvis, features players from Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur, as well as a cast of fans, passing Cadbury products and kicking balls to each other in a video medleys. Players featured include Harry Kane, Cesar Azpilicueta, Roberto Firmino, and more.

“As it enters its fourth year, Match & Win is launching with an even more exciting twist: partnering with some of the nation’s favourite football clubs,” said Radhika Pai, Brand Manager at Cadbury. “Working with Elvis, we have harnessed our new clubs partnership to create a standout campaign which should hopefully grab consumers’ attention and get them excited about the promotion.”

All of the video clips featured in the campaign were self-shot by the players and fans due to COVID-19, and the videos are tailored toward each individual club. The campaign will run across social, out-of-home, radio, on-pack, and instore channels.

The Match & Win promotion gives consumers the chance to win prizes from their clubs, including VIP tickets, standard matchday tickets, and online shop vouchers.

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The game, devloped by Unit 9, is called ‘Defying the Odds since 1885’, and features three levels, each revealing a different part of the new home kit once completed. It takes fans on a journey throughout the club’s history, with the player’s in-game character wearing a series of historic kits.

“We’ve always had a fighting spirit and we’re proud of that, so we couldnt think of a better way to mark the club’s 135th anniversary than by reminding our fans of the many times we’ve defied the odds throughout our rich history,” said Charlie Read, head of marketing at Southampton FC. “Creating an interactive retro style arcade game to take fans through the club’s history and allow them to unlock the new kit, felt like the ultimate way to do this.”

There’s also several ‘easter eggs’ for fans to look out for and appearances from some Saints cult heroes, such as Matt Le Tissier, Kevin Keegan, Ali Dia, and Markus Liebherr. In-game obstacles include rival Portsmouth FC players, Liverpool’s bank manager, and Harry Redknapp in his Range Rover.

The game isn’t just a walk down memory lane for Saints fans either – there’s a chance they could win a football gaming bundle featuring a PS4 or Xbox One and FIFA 2020, a signed 20/21 replica shirt, or a stadium tour with club legend Matt Le Tissier.

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The Aviva Stadium

The partnership will see significant investment in The Aviva Stadium over the next 25 years as Shared Access ensures that all mobile network operators are live inside the stadium with 4G coverage. The next step is to upgrade to 5G coverage. This investment builds upon Shared Access’ track record of investing in major venues, one of the most recent being Tottenham Hotspur’ state-of-the-art new stadium.

“Having the right telecommunication infrastructure partner who can ensure the best in class connectivity is key for any stadium” said Martin Murphy, CEO of The Aviva Stadium. “The Aviva represents both national and international football and rugby and our goal is to ensure we have a strong technical and financial solution for connectivity both now and into the future.”

“Shared Access CEO Chris Jackman added: “Bringing the best connectivity with an upgrade path ready for 5G to Ireland is critical in propelling the city forward to ensure future investment and to enable visitors to enjoy major events at The Aviva Stadium.”

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