12 February 2024
TikTok announced as Official Partner of ParalympicsGB and Team GB for Paris 2024
ParalympicsGB, Team GB and TikTok have today announced a new partnership that will see the entertainment platform become an Official Partner of both teams ahead of this summer’s Olympic and Paralympic Games.
The partnership aims to help ParalympicsGB and Team GB athletes share their unique journeys, connect with new audiences and grow their personal fanbases through TikTok, while encouraging support for the entire teams across the UK in the lead up to Paris 2024.
As part of the partnership, TikTok will run bespoke content workshops for hundreds of ParalympicsGB and Team GB athletes ahead of the Games, offering comprehensive training and content creation guidance from TikTok experts. These workshops are designed to help athletes utilise TikTok to engage with new audiences, build their personal fanbases, and in ParalympicsGB’s case, champion change for disabled people.
The partnership builds on the huge popularity of Paralympic and Olympic sport on TikTok, with 9.6 billion views to date and over 300,000 video creations from Tokyo 2020, as many athletes shared behind-the-scenes content showing life at the Games.
In addition to the skills workshops, TikTok will give sports fans a unique window into the action in Paris, with a dedicated, purpose-built content creation space at both ParalympicsGB House and Team GB house, to help athletes connect with their supporters.
ParalympicsGB House will be in the heart of Clichy, a vibrant district to the north of central Paris, to showcase and celebrate the very best of ParalympicsGB and to provide a space for athletes to relax and spend quality time with friends and family. TikTok creators will be in attendance at both hospitality Houses to bring fans the inside story of the Games.
Located just moments from central Paris at the Pavillon D’Armenonville, Team GB House provides a once-in-a-lifetime opportunity for fans to rub shoulders with Team GB legends past and present. With limited tickets on sale to the public for the first time ever, athletes will visit the House each day to celebrate historic medal wins alongside friends, family and fans, soundtracked by live music and exclusive entertainment.
The partnership will also bring the TikTok community closer to ParalympicsGB and Team GB this summer through a wealth of behind-the-scenes content. This will capture everything from unmissable medal moments to the quirks of life at a Games with all the content available via TikTok’s official #ParalympicsGB and #TeamGB Search Hub in-app.
The partnership will be supported by a large-scale advertising campaign during the Games across TV, out-of-home billboards, audio and paid social, with ParalympicsGB and Team GB athletes also involved in the campaign.
David Clarke, ParalympicsGB Chief Executive, said: “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 has a powerful impact on the British public shifting perceptions and breaking down barriers for disabled people throughout the UK.”
Rollo Goldstaub, Head of Sport and Gaming, UK, Nordics & Ireland Operations at TikTok, said: “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. 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.”
Tim Ellerton, Team GB’s Commercial Director, said: “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.”
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