The UEFA Euro 2016 soccer tournament kicks off next week, and fans will have the opportunity to show their team spirit via the Eiffel Tower. Tournament sponsor Orange, a French wireless carrier, will light up the Paris landmark in the colors of the most popular team based on social media activity across Twitter, Facebook and Instagram. Posts will be counted from 12:01 AM until 9:30 PM local time the following evening during the month-long event set to take place in France. At that time, the team/nation with the most activity will have its colors displayed on the iconic structure.