The Olympic Channel has launched an official account on short-form video platform TikTok.
The International Olympic Committee’s media platform will push behind-the-scenes content, interactions with athletes and bespoke pieces through TikTok in an effort to “engage with young fans and new audiences”.
The Olympic Channel, which launched in August 2016, currently has more than 9.4 million followers across its social media handles, with more than three-quarters of those engaging with the channel’s content on social media being under the age of 35.
The launch of the Olympic Channel on TikTok has taken place just over a month before the start of the Lausanne 2020 Winter Youth Olympics, which will run from January 9-22.
Mary Byrne, the channel’s editor-in-chief, said: “Our team constantly strives to inspire and reach young audiences through engaging and entertaining content on platforms where they are most active. TikTok provides a fun format in which fans from around the world can share and discover new sports, athletes and the stories behind the Olympic Games in a new way.”
The agreement marks the latest major partnership for the popular social platform, which only launched internationally just over two years ago.
Earlier this week, Novo Basquete Brasil, the top division of club basketball in Brazil, announced a partnership with TikTok. The platform has also established official tie-ups with football clubs such as Barcelona, Corinthians, Liverpool, Los Angeles FC and Real Madrid.