Channel 4 and TikTok partner for Paris 2024 Paralympic Games

20 August 2024

• New generation of fans to be inspired by Channel 4 and TikTok Paralympic Games partnership

 

Channel 4 and TikTok are teaming up to inspire a new generation of fans to follow the Paris 2024 Paralympic Games, showcasing the sporting prowess of Paralympians in exciting and engaging new ways.

 

Channel 4’s digital content and social powerhouse 4Studio will create a Paralympic Games digital experience on TikTok, releasing five pieces of TikTok content every day during the Games. Planned content includes medal winning moments, Paralympian profiles and behind the scenes moments from the Game’s venues across Paris.

 

Channel 4 will collaborate with TikTok to celebrate every ParalympicGB team gold win. Channel 4’s TikTok content will be spotlighted and promoted on TikTok's Paralympics Hub, with a section dedicated to broadcast highlights. Channel 4 has also revealed an exciting line-up of young and emerging TikTok talent for the games, featuring content creator and comedian Fats Timbo, content creator and former rugby player Jodie Ounsley, and content creator Milly Pickles as part of its presenting team.

 

Channel 4 is one of the first UK broadcasters to offer its brands access to TikTok’s Pulse Premiere advertising offering, enabling brands to advertise next to Paralympic content. TikTok is now one of Channel 4’s biggest social platforms for UK Views, with over over 3,000 pieces of content posted in the first half of 2024 (excluding Channel 4 News).

 

Joe Harbinson, Senior Distribution & Partnerships Lead, Channel 4, said: “The combination of Channel 4 and TikTok will bring a new generation of audiences closer to the inspiring stories that will unfold in Paris. Our collaboration not only creates new opportunities for brands to get close to the Games but serves up highly-watchable content to offer audiences a unique opportunity to experience the Games.”

 

Edward Lindeman, Head of Publisher Partnerships and Operations at TikTok UK, said: "We're delighted to be partnering with Channel 4 to bring the thrill of the Paralympics to our community on TikTok. TikTok is such a special way to experience Paris 2024 through rightsholder content as well as behind the scenes footage from athletes, teams and fans. We look forward to seeing the incredible short video content from Channel 4 that our community of Paralympics fans in the UK and around the world will engage with and love".

 

The Paris 2024 Paralympic Games is set to be the biggest ever broadcast on Channel 4 with over 1,300 hours of live sport airing for free across Channel 4, More4, Channel 4 Streaming and Channel 4 Sport’s YouTube.

 

Building on the pioneering achievements of previous Paralympic coverage, Paris 2024 is set to be Channel 4’s most accessible Games to date. All content will be broadcast with subtitles, live peak time sport on Channel 4 will have closed audio description, while live sport on More4 and Channel 4 Streaming on weekday afternoons will include BSL live signing.