TikTok has been announced as the official partner of Team GB and Paralympics GB in the lead-up to Paris 2024.

The partnership aims to help Team GB and ParalympicsGB athletes share their journeys, connect with new audiences and grow their fanbase via the social media platform.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

The partnership will be supported by a large-scale advertising campaign during the Games across TV, out-of-home billboards, audio and paid social.

Team GB and ParalympicsGB athletes will also involved in the campaign.

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

ParalympicsGB CEO David Clarke added: “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.”

Team GB’s Commercial Director, Tim Ellerton concluded: “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.”

The news comes as the parent company of Corona, Budweiser and Stella Artois, AB InBev, has become the Olympic’s first beer sponsor. As a result of the partnership, Corona Cero will be the official beer sponsor of the Olympic Games until 2028.