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TikTok partners with Team GB for exclusive 2022 Winter Olympics content

David Murphy

TikTok is partnering with Team GB to provide its users with exclusive behind-the-scenes access and content covering the 2022 Winter Olympics.

The partnership will include Team GB athletes such as British-American athlete Gus Kenworthy; snowboarder Katie Ormerod; and British freestyle skier Zoe Atkin sharing their journey to the Olympics and explaining the nuances of their sport, including how they got started, the rules of the game, how they practice and keep fit, and the secrets to winning. The content will live on a new hub hosted with Team GB which can be found on the TikTok Discover Page from today. TikTok will also be reviving the #OlympicSpirit hashtag challenge, inviting its users to share how they are celebrating the Winter Games!

"We've worked with TikTok for a number of years from campaigns and events such as #IsolationGames and Tokyo 2020 to growing our fanbase through regular use of the platform,” said Scott Field, Director of Marketing & Communications at Team GB. “With this base on TikTok, the platform is a natural place for us and our athletes to showcase a unique and unseen glimpse of the action from this year's Games. We can't wait to get the TikTok community ready and excited in the run up to the Games."