The TikTok Paralympics Partnership: Engaging Global Audiences
TikTok has made a groundbreaking announcement, revealing its official partnership with the International Paralympic Committee. This partnership will see TikTok promoting exclusive content from the Paralympics over the duration of the Games.
The Paralympics will kick off in Paris next week, and TikTok has planned a range of activations to involve its users in this significant event. According to an official statement by TikTok:
“In tandem with the Paris 2024 Paralympic Games, we’re thrilled to team up with the International Paralympic Committee (IPC) to engage global audiences in the Paris 2024 Paralympic Games and further the development of Para sport globally. From now until the Closing Ceremony on September 8, we’ll release a series of exclusive content through 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.”
TikTok will be hosting a series of LIVE broadcasts featuring Paralympians, providing opportunities for viewers to donate to Para sport development programs.
“Together with the IPC, we’re launching limited-edition Phryge Gifts. Inspired by the iconic Phrygian cap, the Paralympic Phryge brings this iconic symbol into the world of sports. Viewers worldwide can tune into the @paralympics account to find our exclusive Phryge Gifts during this period.”
TikTok will showcase exclusive Paralympics content in-stream, while the official @paralympics account will offer behind-the-scenes tours of competition venues, athlete interviews, and more.
Sport plays a vital role in community engagement on TikTok, and this partnership with the Paralympics will provide a significant opportunity to spotlight the Games in the coming weeks. Brands can also explore content tie-ins and influencer partnerships related to the Games.
The Paralympics commence next Thursday, with TikTok gearing up to share content leading up to the event.