Paris 2024 was dubbed by many as the ’TikTok Games’! TikTok partnered with Team GB and ParalympicsGB for Paris 2024 to drive fan engagement among users for Paris 2024, helping teams and athletes unlock new audiences through in-app content and amplification. Partnership created revenue opportunities through co-selling, enabled TikTok to become the platform for audiences to engage with GB athletes. Marketing utilised TeamGB/ParalympicsGB IP and athletes in a multi-channel perception-shifting campaign. Activations included athletes workshops, experiential spaces in UK and Paris, large-scale advertising during the Games and branded touchpoints in-app. XFN collaboration engaged TikTok’s User Growth, LIVE, social, comms, e-Commerce, sales teams to maximize ROI, while reinforcing position as a global leader in sports engagement. Team GB ranked 2nd most and ParalympicsGB the most engaged team channel during their competitions, TikTok drove 60% Team GB’s total social views. TikTok’s best performing sports sponsorship TD for sport association and awareness.