Team GB and ParalympicsGB forge partnership with TikTok for Paris 2024

Team GB and ParalympicsGB have entered into a new partnership with TikTok, the popular short-form video platform, in anticipation of the upcoming Paris 2024 Olympics and Paralympics.

The collaboration aims to amplify athlete engagement and expand their fanbase by leveraging TikTok’s dynamic platform.

Under the multi-year agreement, TikTok will serve as the official fantasy gaming partner of both Team GB and ParalympicsGB. The partnership is designed to empower athletes to share their inspiring stories, connect with diverse audiences and enhance their social media presence.

One of the key components of this partnership is the provision of bespoke content workshops by TikTok for athletes. These workshops will offer athletes valuable insights and tools to create compelling content, enabling them to engage with fans leading up to and during the Games.

Additionally, dedicated content creation spaces will be set up at Team GB House and ParalympicsGB House, providing athletes with platforms to interact with fans, share behind-the-scenes moments and provide glimpses into their preparation and competition experiences.

TikTok will also curate exclusive content capturing the essence of the Olympics and Paralympics to provide fans with immersive experiences and insights into the athletes’ journeys.

The partnership will be further supported by an extensive advertising campaign during the Games, spanning across various platforms such as television, billboards, audio and paid social media. Team GB and ParalympicsGB athletes will play an active role in the advertising campaign.

TikTok has previously partnered with Team GB, including initiatives like the #askTeamGB activation during the Tokyo 2020 Olympics.

@teamgb Reply to @that.drum.player how to get into taekwondo 🗣 @lauren_williams67 #AskTeamGB #TeamGB #OlympicSpirit ♬ original sound – Team GB

“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,” said Rollo Goldstaub, Head of Sport and Gaming UKI and Nordics at TikTok.

“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.”