NBCUniversal has entered into a content and advertising partnership with TikTok for the 2022 Beijing Winter Olympics and Paralympics.
NBCUniversal will produce daily content for select TikTok handles, including @NBCOlympics, @NBCSports, @ontheturf, and @Peacocktv, during the upcoming Games. There will also be a three-episode live stream show on the platform which will be hosted by an undisclosed TikTok creator.
As part of the deal, NBCUniversal Olympic advertisers will be the first to be allowed to test new advertising experiences on TikTok.
In November, NBC issued a request for proposal (RFP) to social media networks to join forces on new content and advertising products and partnerships.
As per NBCUniversal, the Olympic-related content on TikTok has received over 18 billion views.
The arrangement also includes similar Olympic content-based deals with Twitch and Twitter.
Due to the Covid-19 pandemic, NBC Sports has announced that it will not send any of its event announcing teams to China for its US-based coverage of the Beijing Olympics, but will instead base them all at its Stamford, Connecticut headquarters.
All of NBC Sports’ coverage of the Beijing Olympics will be available on Peacock, an American streaming service.
In India, the official broadcasting rights of the Winter Olympics is with Sony Pictures Network. The event will be live on Sony Ten channels and Sony’s streaming platform, SonyLiv.
The Winter Olympics will be conducted between February 4 to February 20, 2022.