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NBCUniversal is working with TikTok to create content around the 2022 Winter Olympics and Paralympics.

Jan 25 2022

NBCUniversal is working with TikTok to create content around the 2022 Winter Olympics and Paralympics. Not only will the deal give advertisers a chance to pilot a new, creative ad experience on TikTok, the partnership will see NBCU produce 30 new TikTok posts a day during the games across all of its handles, along with a three-episode livestream show hosted by a soon-to-be-announced TikTok creator. NBC’s Olympic advertisers will be offered a chance to create TikTok ad experiences tied to the 2022 Winter Olympics and be featured on TikTok’s FYP. The network notes the TikTok partnership is expected to go beyond 2022 and remain active for Paris 2024, Milano Cortina 2026, and beyond. YPulse told you how TikTok coverage from athletes trended during the 2022 Tokyo Olympics, while NBCU experienced a 350% increase in follower counts for its @NBCOlympics page during the 2020 Tokyo Games—so the partnership could grow engagement with new and current young sports fans even more. YPulse’s Scouting Next Gen Sports Fans trend research shows the majority of young sports fans follow athletes on social media or are interested in doing so, and they’re interested in seeing content from them off the court—something that made the 2020 Tokyo Olympics coverage on TikTok so entertaining. (Marketing DiveAdAge)