Ahead of the Paris 2024 Summer Olympics & Paralympics, TikTok, Team GB & ParalympicsGB joined forces in an innovative partnership designed to bring fans closer to the action than ever before.
Facilitated by SPORTFIVE, the British Olympic Association and British Paralympic Association’s commercial agency, the collaboration pushed boundaries in digital engagement and athlete storytelling.
In this Success Story:
Challenge
SPORTFIVE are the Exclusive Commercial Agency of the British Olympic Association and British Paralympic Association, working with the associations to boost commercial sponsorship revenue for Team GB and ParalympicsGB respectively.
Ahead of the Paris 2024 Summer Olympics & Paralympics, SPORTFIVE worked with the British Olympic Association and British Paralympic Association to facilitate and conceptualise a partnership with social media platform TikTok.
Through this partnership, TikTok aimed to leverage the global attention of the Paris 2024 Summer Olympics and 2024 Summer Paralympics to:
Boost fan engagement among its users.
Help Team GB and ParalympicsGB tap into new, younger audiences.
Empower athletes to become content creators and share their personal journeys.
Build trust and likeability among those yet to join the TikTok community.
Solution
To meet these goals, SPORTFIVE supported TikTok, the British Olympic Association, and the British Paralympic Association in activating a creative, multi-layered campaign built around content creation, athlete empowerment, and live experiences:
Content Camp Workshops: TikTok hosted tailored workshops for athletes, equipping them with the tools and confidence to create engaging content and connect with fans authentically.
The TikTok House Party: At the heart of the activation was the TikTok House Party, held at Team GB House in Paris. Featuring a live performance by pop icon Natasha Bedingfield, the event brought athletes, influencers, and fans together in a celebration of sport, music, and culture.
Co-Branded Partnerships: TikTok was also given opportunities to collaborate with other Official Partners of Team GB and ParalympicsGB, enabling the creation of co-branded content that resonated across audiences and platforms.
“SPORTFIVE played a pivotal role in turning our ambition into impact for us here at Team GB. We knew Paris 2024 was going to be the “TikTok Games”, and SPORTFIVE helped us to create an authentic and engaging partnership with the social platform that celebrated our athletes, their successes and promoted our athletes’ personalities to the world - and in particular to younger audiences.”
James Yellen, Content Strategy Lead, British Olympic Association
Results
By blending creativity, athlete-led storytelling, and strategic brand partnerships, TikTok, Team GB & ParalympicsGB have set a new standard for digital engagement around global sporting events. The campaign not only gave athletes a voice but also redefined how fans worldwide shared and experienced Olympic and Paralympic moments.
The results speak for themselves with:
Team GB ranking as the 2nd most engaged team amongst Olympic teams at the 2024 Paris Olympics.
ParalympicsGB being the most engaged team on TikTok during the 2024 Paris Paralympics.
60% of Team GB's total social views at the 2024 Paris Olympics coming from TikTok.
The broader co-branded marketing by TikTok during the 2024 Paris Olympic and Paralympic Games also successfully increased TikTok’s relevance while significantly boosting likability.
A trending partnership, with real impact.
2nd
Team GB were the 2nd most engaged team amongst the Olympic teams at the 2024 Paris Olympics
1st
ParalympicsGB were the most engaged team on TikTok during the 2024 Paris Paralympics
60%
of Team GB's total social video views at the 2024 Paris Olympics came from TikTok
“From concept to execution, SPORTFIVE’s strategic guidance with this partnership helped to unlock a new generation of Team GB fans as we now start to build up to Milano Cortina in 2026 and Los Angeles in 2028.”
Jame Yellen, Content Strategy Lead, British Olympic Association
