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Team GB, ParalympicsGB enter Paris 2024 Olympic content partnership with TikTok

Team GB and ParalympicsGB have named TikTok as an official partner for the upcoming Olympic and Paralympic Games in Paris, helping the athletes to connect with fans during this summer’s sporting action.

Alongside behind-the-scenes content during the Games, TikTok will set up a content creation space at both Team GB House and ParalympicsGB House. In these spaces, the athletes will be able spend quality time with their friends and family, meet fans, and enjoy live music and entertainment. TikTok creators will also be onsite at both houses.

“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.”

In the lead up to the Games, to enable the athletes to get the most out of the content they share on the social video app, TikTok will be running content workshops for athletes. These workshops are aimed at teaching the athletes how to engage with new audiences, build their fanbases and, for ParalympicGB’s, champion change for disabled people.

The partnership will be supported by an advertising campaign during the Games across TV, out-of-home, audio, and paid social, with Team GB and ParalympicsGB athletes featuring across these channels.

“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,” said David Clarke, ParalympicsGB’s Chief Executive. “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.”

The latest partnership builds on previous tie-ups between Team GB and TikTok. They previously teamed up on #askTeamGB, which gave TikTokers the chance to pose questions to the athletes during the Tokyo Games, and the #IsolationGames to help raise funds for the British Red Cross during the first lockdown.

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