With TikTok as an official partner, Team GB and Paralympics GB indicated that the deal will assist their athletes in expanding their fan base and reaching new audiences.
As per the agreement, athletes will be featured in an advertising campaign on television, radio, billboards, and sponsored social media postings. TikTok will also create content based on the British Olympians in Paris.
The agreement emerges as the World Federation of the Sporting Goods Industry and the International Olympic Committee (IOC) are preparing to launch a “pilot project” in which the IOC will loosen regulations pertaining to online advertising during the Olympics this year.
The initiative is expected to provide sportswear companies that endorse Olympic athletes and national teams but are not official Olympic sponsors with the chance to promote themselves through their players on social media for the first time during the Games.
The current regulations set forth by the IOC severely limit what athletes and corporations are permitted to share on social media, even down to the use of phrases like “Paris 2024,” in order to give official Olympic sponsors preference.