TikTok has announced a partnership with the International Paralympic Committee (IPC) to engage global audiences in the Paris 2024 Paralympic Games.
From now until the Closing Ceremony on 8 September, TikTok will release a series of exclusive content on TikTok Live, including only-on-TikTok viewpoints of the opening and closing ceremonies, tours of event venues, interviews with Paralympians, friends and family of athletes, fans, and more. Arthur Baucheron, Jessica-Jane Applegate and Zac Brady are among the content creators and athletes using the platform to provide a firsthand look at the experience on the ground.
Viewers will have the opportunity to donate to the IPC’s global Para sport development programmes, which aim to increase opportunities for people with disabilities to experience sport and physical activity.
In partnership with the IPC, TikTok is launching limited-edition gifts based on the Games’ Phryge mascot, inspired by the Phrygian cap. For every gift sent, money will be donated to the IPC’s Para sport development programmes.
Mike Peters, the IPC’s Chief Executive Officer, said: “We’re immensely grateful that TikTok through its Live platform will help raise funds which the IPC will then invest into Para sport development programmes around the world, helping to create and support the next generation of Paralympic athletes.
“Engaging Generation Z and Millennials is a top priority for us, and during the Paris 2024 Paralympic Games they are in for a real treat as we’re going to be showcasing a whole host of sporting action and athlete content in the unique and engaging way the @Paralympics TikTok account has become known for.”
Since 1989, the IPC has led the Paralympic Movement, overseeing the delivery of the Paralympic Games and supporting members. The @paralympics TikTok account has amassed nearly 4.5 million followers with 168 million likes, and #Paralympics has garnered over 40,000 posts.
“At TikTok, we’re passionate about bringing people together through shared experiences, and our partnership with the International Paralympic Committee is a perfect example of this,” explained Adam Wang, Head of TikTok Live.
“With TikTok Live, we’re offering our global community an unprecedented opportunity to engage with the Paris 2024 Paralympic Games in real-time, all while supporting the growth and development of Para sport worldwide. It’s inspiring to see the creativity and enthusiasm of our users as they come together to celebrate these incredible athletes and contribute to a cause that has the power to change lives.”
The social video platform, which entered into a content partnership with ParalympicsGB earlier this year, has been running workshops with the athletes and will be providing a purpose-built content creation space at the ParalympicsGB House to help them engage with new audiences, build their personal fanbases and champion change for people with disabilities.
The Paris 2024 Paralympic Games will begin on Wednesday 28 August and run until Sunday 8 September.
