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TikTok in Team GB partnership for Olympics and Paralympics

The partnership between TikTok, TeamGB, and Paralympics GB builds on previous relationships between those parties. (Dan Mullan/Getty Images)

Short-form video platform TikTok has unveiled a new partnership with Team GB and ParalympicsGB, the bodies behind the Olympic and Paralympic teams from Great Britain and Northern Ireland.

TikTok is now an official partner of both organizations in advance of the Paris Olympics and Paralympics in the French capital later this year. This new tie-up builds on several previous partnerships between the video platforms, including at the Beijing 2022 Winter Olympics.

TikTok will run content workshops for all GB athletes before the Paris events, featuring content creation training and guidance, aiming to help those athletes “connect with new audiences and grow their personal audiences through TikTok.”

At the last summer Olympics, in Tokyo in 2021, there were over 300,000 video creations, and this year in Paris TikTok will aim to capture a range of content from the GB teams’ activities.

There will also be a “purpose-built content creation space” at the Team GB House and Paralympics GB House where the GB athletes will base themselves during those events, which will run between July and September.

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In addition, the partnership “will be supported by a large-scale advertising campaign” during the games, on TV, audio, and via paid social media posts. This campaign will involve TeamGB and ParalympicsGB athletes.

Tim Ellerton, commercial director at Team GB, said: “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.”

Rollo Goldstaub, TikTok’s UK and Nordics head of sport and gaming, added: “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.”

Last month, TikTok unveiled a new deal with the organizers of rugby union’s Six Nations competition.

The platform has been designated an official fan of both the men’s and women’s editions.

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