TikTok has been unveiled as an official partner of Team GB and Paralympics GB in the run up to the 2024 Paris Olympic and Paralympic Games.
Through the partnership, athletes will be able to share their personal journeys directly via the video-sharing platform, enabling them to not only grow their own followings but also encourage support for both teams in the run up to the summer of sport.
The 360-partnership will involve bespoke content creation workshops run by TikTok for the hundreds of Team GB and Paralympics GB athletes to develop their social media skills, maximising their ability to create viral videos.
“TikTok is home to a diverse community of sports fans and athletes across a range of sports, from football to fencing, beginner through to the elite level,” TikTok head of sports and gaming UKI and Nordics, Rollo Goldstaub said.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“It makes our new partnership with Team GB and ParalympicsGB a perfect fit, enabling us to shine a light on the athletes’ heroics in Paris while also inspiring people from all walks of life to take part in sport and learn something new. We can’t wait to help the teams share their incredible stories on the road to Paris and beyond.”
TikTok will keep fans in the loop with a wealth of behind-the-scenes content – including from the Team GB and Paralympics GB ‘houses’, spaces in which athletes celebrate medal wins, reunite with family and friends, and meet fans.
Team GB commercial director, Tim Ellerton added: “It’s our mission at Team GB to unite and inspire the nation through the power of Olympic sport. With Paris 2024 happening right on our doorstep, we have a valuable opportunity to introduce a new generation to the magic of the Olympic Games.
“TikTok is a brilliant platform that shares our drive to amplify the stories of our extraordinary athletes, and we’re confident that this partnership will allow us to create a lasting impact.”
