NBCUniversal has announced a partnership with TikTok to boost the media organisation’s US-based coverage of the upcoming Beijing 2022 Winter Olympic Games.

The partnership will see NBC’s advertising partners provided the opportunity to pilot a ‘new, creative ad experience’ on the video platform, with NBC and TikTok to collaborate on daily content and livestreams.

There are reports the partnership will utilise the new TikTok Shopping activation, which was first used by Leeds United in 2021 in partnership with ecommerce platform, Shopify.

Speaking to TechCrunch, a spokesperson for TikTok said: “The Tokyo 2020 Games highlighted our community’s appetite for sports-adjacent content that shows a different side of the Games and the athletes, creating new avenues and content strategies for brands, including NBC to engage with and entertain them.”

“While this partnership does present unique opportunities for NBCUniversal advertisers, it also includes a robust slate of content that NBC will share across its TikTok accounts, including daily posts showcasing everything from highlights to topical trends, and three livestreams hosted by a TikTok creator.

“The athletes’ stories and journeys are an integral part of NBC’s coverage of the 2022 Winter Olympics and Paralympics, so fans can expect to see them on TikTok across their handles,” the spokesperson said.

In a statement, NBC suggested TikTok has recorded over 18 billion views of Olympics-related content since its launch.

The partnership adds to NBC’s content partnership with Twitter, who will also work to deliver unique Beijing 2022 content with the broadcaster.