Warner Bros. Discovery (WBD) and TikTok today announce an exciting new content partnership that is set to inspire a whole new generation of fans to engage with the Olympic Games and the diversity of its sports and athletes. 

Eurosport, WBD’s premium sports brand and Home of the Olympics in Europe, will leverage its in-house creative capabilities to produce locally relevant native bite-sized video content in English, French, German, Spanish and Italian, purpose-built for TikTok throughout the Games. This will feature fresh perspectives on the Olympics, Paris and the athletes competing and will supplement Eurosport’s live event coverage, with every moment of the Olympics available on WBD’s streaming platforms in Europe – Max, HBO Max and discovery+. 

The innovative collaboration takes advantage of TikTok’s pioneering Pulse Premiere proposition, through which Eurosport is an Alpha Partner. This enables placement of high quality and brand safe content from premium publishers on platform to generate tangible impact for partners by creating content adjacent vertical video advertising, whilst super-serving highly engaged communities with the content they love. 

This has created further monetisation opportunities for Eurosport through the ability to share sponsored content on TikTok featuring some the world’s most well-known brands and Olympics TOPs partners. This includes Samsung, which will power a new original content series on Eurosport’s TikTok channel exploring the human stories of the Olympic Games, bringing fans even closer to the athletes competing.  

Mike Rich, Group SVP Ad-Sales and Brand Partnerships, UK & Ireland and International, at Warner Bros. Discovery, said: “Our position as Home of the Olympics in Europe means we have a commitment to cover every aspect of the Games and has seen us develop the most sophisticated multi-platform strategy to deliver this anywhere. Our 360-degree ecosystem combines personalised viewing experiences including every live event on our streaming platforms, with curated television coverage on Eurosport, and the power of social media to bring different audiences all the Olympic content they could ever want.  

“We’re delighted to partner with the world-leader in short-form video content in TikTok to open up the Olympics to new and younger audiences all around the world to engage them with the incredible stories that will be told in Paris. By offering fans this supplementary digital experience, it not only raises heightened awareness our live content offer, but also provides a space for additional brands to be part of the Olympic story this summer.” 

Piers Shewey, Partnership Solutions, Global Business Marketing, Europe, said: “We’re incredibly proud of the work we have done with Eurosport to help redefine sports content on TikTok and deliver more premium yet native content to our community and brand partners.  

“TikTok has long established itself as a platform where all fans play - our community love the traditional rights-based highlights, but we are also seeing demand for the ‘shoulder’ content that lives beyond the traditional official sport broadcast. Fan reactions, athlete profiles and behind the scenes footage offer fans on TikTok a unique opportunity to experience the games. Our partnership with Eurosport truly delivers on enhancing fan experience on the TikTok. 

Warner Bros. Discovery’s channels and platforms will be the only place to enjoy every moment of the Olympic Games Paris 2024. Eurosport offer television coverage in 47 markets and 19 languages and Max, HBO Max and discovery+ providing streaming of every event, every athlete and sport for subscribers.  

WBD’s live coverage begins during the first qualifying events on 24 July ahead of the Opening Ceremony on 26 July, with the final day of competition taking place on 11 August ahead of the Closing Ceremony.