• by Colin Kirkland , July 9, 2024

Building off of its partnership with Britain's Olympics and Paralympics teams, TikTok has launched “It Starts on TikTok,” a new marketing campaign that features standout UK athletes while highlighting the app's behind-the-scenes connection to the global sporting event.

The social media company's partnership was announced earlier this year and aims to include expert-led content creation workshops for hundreds of British Olympic athletes in order to help them further connect with their supporters on the platform.

TikTok's new campaign video showcases the ways in which Team GB and Paralympics GB teams can bond with their fanbase, as a restaurant worker taking out the trash opens TikTok and experiences videos posted by Team GB boxer Delicious Orie, Paralympics GB triathlete Lauren Steadman MBE, and Team GB heptathlete Katarina Johnson-Thompson, who provide inspiring words surrounding the concept of “starting.”

“As we look ahead to the Olympics and Paralympics, we wanted to celebrate the power of community, creativity and athletic excellence, and show how our athletes’ journeys can inspire people to start something new and embrace their passions,” TikTok said in a recent statement.

As an official partner of the British teams, TikTok will be featuring exclusive content and insight from athletes in an attempt to drive more traffic around the games on the platform and compete with real-time discussion apps like X, potentially making it a valuable digital space for ad partners in the coming months.

TikTok is also trying to push positive messaging on an app that was banned on all UK government devices this year.

The promotional campaign will appear across billboards across the U.K., as well as on TV, radio and social-media channels.