The company had announced an official partnership with International Paralympic Committee. TikTok will support the promotion of exclusive Paralympics content across the period of the Games.
Paralympics kick off in Paris next week, and TikTok is launching a variety of activations to help users connect with the event.
According to TikTok:

We take great pride in partnering with the International Paralympic Committee during the Paris 2024 Paralympic Games to inspire communities around the world to play part in the Paris 2024 Paralympic Games and build Para sport around the globe. From now through September 8, Closing Ceremony, we will be airing a number of content live only on TikTok LIVE from the event itself, including only-on-TikTok viewpoints of the opening and closing ceremonies, tours of event venues, interviews with Paralympians, friends and family of athletes, fans, and much more.

Throughout these broadcasts, accessible live on the TikTok LIVE application, Paralympians will guide viewers through multiple opportunities to give to development programs for Para sport.

The IPC states, "We are dropping exclusive Phryge Gifts in limited edition with the IPC. Inspired by the iconic Phrygian cap, Paralympic Phryge brings the iconic symbol into sports. Viewers all over the globe can tune into the account @paralympics to find our exclusive Phryge Gifts during this period.".

Exclusive content of Paralympics will also be streamed in-stream on TikTok, while at the same time, on-ground tours of competition venues, interviews with athletes and more will feature on the official account @paralympics.

Community engagement on TikTok has had a lot to do with sport, and the opportunity also to enable support for Paralympic athletes will serve as huge potential in amplifying the Games over the next few weeks.

That could also unlock opportunities in relation to branded content tie-ins and partnerships with influencers around the Games.

As mentioned earlier, the Paralympics are set to open next Thursday, with TikTok planning to host content in the lead-up to the event.