TikTok on empowering the next generation of Paralympians
TikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
With the Paralympic Games now in full swing, TikTok is working to raise awareness and excitement around the event and para-sport more generally by engaging new audiences with bespoke content.
Through partnerships with Channel Four, ParalympicsGB and the International Paralympics Committee (IPC), the video-led platform is using creator marketing and the unity of its fanbase to support Paralympians and educate people about sport and disabilities.
“It’s rare that you get a sporting organisation where all the home nations are supporting one team. It has a uniting factor, and we know there will be amazing, authentic, and inspirational content from brilliant athletes that works well on TikTok,” TikTok’s global head of sports partnership, Rollo Goldstaub, tells Marketing Week.
