TikTok has kept up momentum with its sports marketing strategy by becoming an official partner of Team GB and ParalympicsGB ahead of this year’s tournament in Paris.
The China-based multinational social media platform, which specialises in short form content, has detailed plans to connect with and build up UK audiences in the run up to the Olympics and Paralympics.
Terms of the agreement will include content workshops for British athletes, including ‘comprehensive training and content creation guidance’ from TikTok experts’.
“It’s our mission at Team GB to unite and inspire the nation through the power of Olympic sport,” said Tim Ellerton, Team GB’s Commercial Director.
“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.”
TikTok has emerged as one of the world’s most popular and widely used social media apps, with a particularly strong following among younger consumers. In recent years, the app’s potential for marketing and business use has increased, including in sports.
Effectively leveraging the platform’s potential for fan engagement and marketing is the core focus of TikTok’s planned workshops with Team GB and ParalympicGB athletes, with aims o0f building personal fan bases and ‘champion change for disabled people’ in the case of the latter.
David Clarke, ParalympicsGB’s Chief Executive, remarked: “Paris 2024 presents an incredible opportunity to showcase outstanding ParalympicsGB athletes, sharing both their sporting prowess and resilience on the field of play but also shining a light on their lived experience as disabled people.
“TikTok is home to a vibrant community of disabled creators and will educate and empower ParalympicsGB athletes to bring their stories to life, making meaningful connections with new audiences.
“We know that the outstanding performances of our athletes havehas a powerful impact on the British public, shifting perceptions and breaking down barriers for disabled people throughout the UK.”
Additional partnership plans include content creation, including behind-the-scenes features from prep camps and medal ceremonies, which will be promoted using the #TeamGB and #ParalympicsGB hashtags.
The respective teams and the social media platform also plan a ‘large-scale’ advertising campaign to take place during the games across TV, out-of-home billboards, audio and paid social and athletes involved in the campaign.
The partnership is TikTok’s second sports focused deal of 2024 following a deal with the Six Nations rugby union tournament, which is currently ongoing. The platform has previously partnered with the likes of FIFA, the MLS and UFC.
“It’s our mission at Team GB to unite and inspire the nation through the power of Olympic sport,” remarked Tim Ellerton, Team GB’s Commercial Director.
“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.”
