Euro 2020: TikTok and Booking.com, the most influential sponsors on social networks (Visibrain)

The Chinese social network TikTok and Dutch digital hotel booking platform Booking.com are the most influential Euro 2020 sponsors on Twitter and Instagram respectively, according to Visibrain, a social media monitoring and analysis service, which published a study on the online visibility of official sponsors of the competition on 08/07/2021.

Between 11/06 and 05/07/2021 (i.e. until the end of the quarter-finals), the French monitoring platform analysed the online presence of the official Euro 2020 sponsors in terms of activity (number of posts published on the competition), influence (average engagement on the posts) and notoriety (number of mentions on social networks) on Twitter and Instagram (see below), networks upon which the competition generated 18.6 and 1.8 million posts respectively.

The UEFA competition had 12 official sponsors: Alipay (e-commerce, Alibaba Group), Booking.com (travel), The Coca-Cola Company (beverages), FedEx (delivery service and logistics), Gazprom (energy), Heineken (beer), Hisense (electronics), Just Eat (meal delivery service), Qatar Airways…