TikTok Inc.
TikTok Inc.
20/08/2024 | Press release | Archived content
IOC and its official broadcasters bring the magic of the Olympic Games Paris 2024 to the TikTok community
The unique attraction of the Olympic Games Paris 2024 has seen over a billion people from around the world sample the IOC's and its official stakeholders' offerings on TikTok, including mindblowing photos, and #ChocolateMuffinTok reviews, athletes unboxing their gear, inspiring fans, and celebrating their big wins in real-time.
Fresh off the Olympic Games, we're sharing a roundup of some of the most popular trends, creators, and moments that have brought together the global TikTok community.
Igniting fandom through authenticity, creativity, and community
The IOC's and its official media rights-holders' content on TikTok captures the passion, authenticity, and the real people behind all the athletic glory, giving fans a unique sneak peek into the greatest sports show on earth. Olympians have shown that they can be equally engaging both as content creators and athletes, as they share a more human side to the Games. Nearly 9 in 10 global TikTok users (85%) say they intend to engage with the 2024 Summer Games on TikTok, with 7 in 10 global TikTok users agreeing that TikTok allows athletes and teams to build stronger connections with their fans* through its collaborations with the IOC and its official media rights-holders.
The Olympics have taken fandom to greater heights- as seen on TikTok-with its official accounts amassing nearly 2 billion views to date. Fandom has also unleashed creativity among fans, athletes, teams, and broadcasters alike, with #Olympics(1.6m posts), #Paris2024(547k posts), and #Olympics2024(140k posts) among the most popular hashtags inspiring the most videos created throughout the Games.
The IOC and its media right-holders have enabled TikTok to be part of the action. Our in-app Olympics Content Hub, created in collaboration with the IOC, features curated Olympic content to fans, including sporting highlights from Media Rights-Holders and the IOC, athlete-led content, activations from Worldwide Olympic Partners and daily creative collaboration features from a curated network of artists and creators. To date, there have been over 76 million visits to the Hub, with most fans coming from Brazil, USA, and Indonesia.
Connecting broadcasters with bigger, more engaged audiences
With a focus on authentic user-generated content, the IOC's media rights-holders have trusted TikTok to augment and complement traditional broadcasting, adding a new dimension to how fans enjoy sports. Here, publishers can connect authentically with inspired audiences, spark relevant conversations, and build engaged communities around major sports moments like the Olympics.
To celebrate this, in the UK, TiKTok was the Official partner of TeamGB and ParalympicsGB. The partnership aims to help Team GB and ParalympicsGB athletes share their unique journeys, connect with new audiences and grow their personal fanbase through TikTok, while encouraging support for the entire teams across the UK during Paris 2024.
Discovering unforgettable Olympic moments
From record-breaking feats to heartwarming moments, the official media rights-holders and the IOC have enabled their accounts on TikTok to fully capture the spirit of the Paris 2024 Olympics. But it wasn't just about sports-it was about the shared passion for it that brought people together. Fans from USA, UK, and Indonesia led the charge, creating and sharing over a million videos that celebrated their favorite athletes and moments. Check out some of the most unforgettable #Olympics moments as we continue to experience the thrill of the Games.
Unforgettable #Olympics 2024 videos on TikTok
- Team USA sharing a golden TikTok moment right after winning the women's artistic gymnastics final
- Snoop Dogg aka the ultimate hype-man for Team USA, carries the Olympic torch ahead of the Paris 2024 Opening Ceremony
- US Rugby star Ilona Maher dubs the Olympic Village the 'Olympic Villa' - the ultimate Love Island crossover!
- Aussie footballers Mackenzie Arnold and Alana Kennedy go matchy-matchy with their Olympic gear
- Foreign police arrive in Paris to keep the Games safe
- Norwegian swimmer Henrik "Muffin Man" Christiansen shares his latest obsession: chocolate muffins at the Olympic Village! #ChocolateMuffinTok
- A first look at the Olympic cardboard beds, as shared by South African pro skater Brandon Valjalo
- That look when a hot new bombshell enters the 'Olympic Villa'
- Team New Zealand rate your favorite buildings in the Olympic Village
- Olympic gold medalist Suni Lee joins (and wins!) the TikTok fails trend
"The Olympics is a global stage, and the IOC and its official media rights-holders have leveraged TikTok as an ideal backstage pass. Thanks to the International Olympic Committee, we've been able to bring the Games closer to over a billion fans from the stadium to the screen, as they come together to experience the thrill of competition, discover inspiring stories, and connect with teams, athletes, and sports broadcasters like never before. As a place where sports culture thrives, TikTok is fueling passion, engaging new fans, and even the next generation of aspiring athletes. Together, we're creating a space where everyone can belong, contribute, and celebrate the magic of the Games," said Rollo Goldstaub, Global Head of Sports Partnerships, TikTok.
As the Olympic flame is poised to be passed to the next host city, TikTok is excited about the impetus this provides to sports culture, where the magic of the Games will continue to live on. Make sure to follow your favorite athletes and teams on TikTok to keep up with their journeys throughout Paris 2024 and beyond.
*Source: TikTok Marketing Science Global Olympics & Sports Survey via Suzy, January 2023
Methodology: All TikTok community insights cited are based on in-app engagement metrics consolidated from July 20 (Olympics Content Hub launch) to Aug 13, 2024, with the exception of top Olympic hashtags, which tracks the all-time total number of video posts to date.