IPC Partners with TikTok to Elevate Engagement for Paris 2024 Paralympics
The International Paralympic Committee (IPC) has formally announced a significant collaboration with TikTok aimed at enhancing global engagement with the upcoming Paris 2024 Paralympic Games. This partnership is designed not only to elevate the visibility of Para sports but also to foster their development on a worldwide scale.
Building on prior collaborations, including a partnership with YouTube, the current initiative centers around TikTok’s LIVE gifting feature. This synergy is poised to broaden the audience reach of the Paralympic Games and to explore innovative strategies to support the growth of Para sports. Since the inception of the @Paralympics TikTok account in late 2020, it has garnered an impressive following of over 4.4 million users and amassed nearly 2 billion views. This platform has thus emerged as a formidable tool for global audience engagement.
The strategic plan devised by the IPC and TikTok aims to deliver unprecedented content during the 12 days of the Paris 2024 Paralympic Games. Over this period, more than 400 video clips will capture key sporting moments, showcasing the thrilling action characteristic of the Paralympics. Approximately 50 TikTok LIVE sessions featuring prominent Paralympians will illustrate their experiences leading up to the Closing Ceremony on September 8, providing audiences with a unique and genuine perspective on the Games. Additionally, TikTok users will be afforded the opportunity to connect with the Paralympics through the platform’s distinctive LIVE gifting feature.
During these events, TikTok will introduce exclusive Phryge Gifts available in LIVE sessions hosted by creators from France, the United Kingdom, and the United States. For each gift sent, TikTok has committed to donating a portion to the IPC’s global programs aimed at enhancing Para sport development, ultimately benefitting individuals with disabilities by facilitating their participation in sports and physical activities.
Moreover, TikTok will offer daily highlights from the Paris 2024 events and showcase each of the 22 Paralympic sports. Collaborating with Allianz, TikTok will produce 90-second animated guides that will educate and engage viewers by elucidating the sports’ intricacies.
Mike Peters, Chief Executive Officer of the IPC, has conveyed his enthusiasm regarding this partnership, emphasizing the far-reaching benefits that it will yield for Para sports globally. He stated, “We are immensely grateful that TikTok, through its LIVE platform, will help raise funds which the IPC will then invest into Para sport development programs around the world, helping to create and support the next generation of Paralympic athletes.” Mr. Peters further emphasized the significance of engaging younger audiences, stating, “TikTok has rapidly become the IPC’s largest social platform for engaging global audiences; we are truly excited to enhance our relationship with them during the Paris 2024 Paralympic Games.”
Adam Wang, Head of TikTok LIVE, reinforced these sentiments by highlighting the platform’s mission to foster community through shared experiences. He remarked, “At TikTok, we are passionate about bringing people together through shared experiences, and our collaboration with the International Paralympic Committee exemplifies this commitment.”
The Paris 2024 Paralympic Games, set to take place from August 28 to September 8, is anticipated to host approximately 4,400 athletes representing over 165 countries, competing in 549 medal events across 22 sports. This innovative partnership with TikTok not only aims to amplify the excitement and spirit of the Games but also supports the ongoing future development of Para sports across the globe.
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