United Entertainment Group’s Post

Excited to see the innovative partnership between TikTok and Team GB and ParalympicsGB ahead of this summer's Olympics! This collaboration highlights how organisations are adapting to the shift in how we consume information and the growing demand for influencer-based content. The article mentions that this partnership will allow Olympic and Paralympic athletes to build their platforms and offer the public exclusive behind-the-scenes content. With each Olympic Games, there's a noticeable increase in interest in sports and physical activity. I hope this partnership and approach help build a lasting relationship with physical activity that continues beyond the games, integrating it into our daily lives. From a behavioural science perspective, this approach taps into our basic needs, promoting lasting behaviour change. TikTok's platform supports our need for relatedness by allowing us to follow athletes and feel connected through their content. The content’s down-to-earth and approachable nature helps fulfill our need for competence and autonomy, making us believe that anyone can start and get involved. Additionally, and maybe most importantly, it helps embed these healthy behaviours in our younger generations, who are one of the key audiences on TikTok, supporting a healthier and more active society. https://lnkd.in/eVJzGGzW

TikTok announced as Official Partner of Team GB and ParalympicsGB for Paris 2024 👏⬇ ⬇ ⬇ Entertainment platform TikTok has unveiled a new partnership with aims to help Team GB and ParalympicsGB athletes share their unique journeys, connect with new audiences and 'build their personal fanbases'. At the last summer Olympics, there were over 300,000 videos created and this year as part of the partnership, TikTok will aim to capture a range of content by running bespoke content workshops for hundreds of GB athletes ahead of the Games. The aim is to help those athletes “connect with new audiences and grow their personal audiences through TikTok.” It is also a great opportunity for ParalympicsGB to champion change for disabled people. The partnership will also be supported by a large-scale advertising campaign during the Games across TV, out-of-home billboards and paid social, with Team GB and ParalympicsGB athletes also involved in the campaign. I absolutely loved seeing all of the behind the scenes content from the athletes on TikTok at the last Olympics so I'm excited to see even more this year. It'll be interesting to see how much this impacts the athlete's follower counts too! Source: https://lnkd.in/eRhY9UkE #tiktok #olympics2024 #news #tiktokmarketing #olympics #influencermarketing #celebritymarketing #paralympics

How does this video make you feel?     This was posted by the official @Paralympics TikTok, delivering ~50 million views.   Thematically, there’s a trend, here are their Top 10 most viewed videos from last year - https://lnkd.in/gcQ2JSYW   Before jumping to conclusions, I wanted to understand more about the IOC’s approach.   Looking at the Paralympics media guide, the IOC states they aim to “inspire people and empower athletes, showing courage and determination”. They have a photo guide too, asking outlets to publish “physical and triumphant pictures, with the athlete being the central focus, not their impairment. Their impairment should be demonstrated in a self-confident and self-evident manner.”   I’ll be honest with you, I do not feel inspired watching this.   Why?   Almost all the videos I see add absurd sounds, monster noises, or children’s music, which can often help to build “funny” videos.   The key is: These athletes are not laughing.   If I turn off the audio, I do see these athletes acting triumphantly, showing courage and determination, but the sounds and graphics added by @Paralympics are often directly contrasted, powerfully so.   The “appeal” here, often seems to be in viewing these athletes as something different to myself. Something not even human.   I may be wrong here, I hope so, but I don’t think I’m alone in this view.   The Paralympics TikTok account delivers 3x as many views as the Olympics’ (per video).   Comment sections are also universally outspoken in their surprise at the “official” Paralympics account creating this content.   Research repeatedly shows that media transports us, but it transforms us also. How many people started playing chess after watching Netflix? How many people started enjoying books after reading Harry Potter? How many people started exploring the world after browsing Instagram?   Across the billions of @Paralympics views distributed by TikTok, Meta and YouTube, there’s no way of knowing the real-life effects of this content, but I do know one thing:   6 months from now, 4400 athletes will travel to compete in the next Paralympic games. I agree with the IOC, these athletes should be empowered and celebrated, but in my opinion, their own TikTok account may be portraying the opposite, at enormous scale.

TikTok Announcement 🚨 Earlier this week, TikTok announced a new partnership with the British Olympic and Paralympic teams, allowing British athletes to use the app to connect with fans around and during the upcoming games! Athletes will be receiving skills workshops that will provide them with media training and content creation guidance, specifically improving their use of TikTok 🤳🏼 A great way to connect athletes with their supporters, allowing them to share their unique journeys and encourage mass support for the entire team in the lead-up to and during Paris 2024. This partnership builds on the huge popularity of Olympic and Paralympic sports on TikTok - with there being over 300,000 video creations from Tokyo 2020 alone! Which type of Olympic content are you most excited to see? 👀 #OlympicGames #Olympics2024 #Paris2024 #TikTokMarketing #TikTokPartnership #SocialMedia #SocialMediaMarketing #InfluencerMarketing #InfluencerCollaboration

2024 𝐎𝐥𝐲𝐦𝐩𝐢𝐜𝐬: 𝐓𝐡𝐞 𝐑𝐢𝐬𝐞 𝐨𝐟 𝐀𝐭𝐡𝐥𝐞𝐭𝐞 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬 💡𝐀𝐭𝐡𝐥𝐞𝐭𝐞𝐬 𝐚𝐬 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬: The Paris 2024 - Comité d'organisation des Jeux Olympiques et Paralympiques de 2024 highlight a new generation of athlete influencers. Fred Richard, who skyrocketed to fame on TikTok, aims to inspire Black youth to pursue gymnastics. Similarly, Ilona Maher, a USA rugby bronze medalist, uses her platform to promote body positivity and elevate the visibility of rugby 💡𝐂𝐡𝐚𝐧𝐠𝐢𝐧𝐠 𝐌𝐞𝐝𝐢𝐚 𝐋𝐚𝐧𝐝𝐬𝐜𝐚𝐩𝐞: The International Olympic Committee – IOC's relaxed stance on Rule 40 has opened doors for athletes to monetize their presence during the Games. This shift allows athletes to engage in sponsorships and collaborations, enhancing their personal brands 💡𝐂𝐞𝐥𝐞𝐛𝐫𝐢𝐭𝐲 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: High-profile endorsements from celebrities like Snoop Dogg and Flavor Flav bring additional attention to Olympic sports. Flavor Flav's support for the USA water polo team exemplifies how celebrity involvement can provide crucial resources and amplify exposure for lesser-known sports 💡𝐅𝐢𝐧𝐚𝐧𝐜𝐢𝐚𝐥 𝐑𝐞𝐚𝐥𝐢𝐭𝐢𝐞𝐬: Despite their talent, many athletes struggle financially. Social media has become a vital tool for generating income and securing sponsorships, allowing athletes to bridge the gap between their athletic achievements and financial stability The 2024 Olympics represent a pivotal moment where athletes are not just competitors but also influential content creators. This evolution empowers them to inspire audiences, advocate for their sports, and build meaningful connections, redefining what it means to be an Olympian in today's digital age #sports #sportsbiz #sportsbusiness #content #influencers #athletes #partnerships #sponsorships #sportssponsorship #tiktok #media #paris2024 #olympics

🌟 When Gen Z Wins, TikTok Takes Center Stage! 🌟 Team USA gymnasts, led by the incredible Simone Biles, have not only dominated the Olympic stage but also captured the hearts of millions on TikTok! 🥇✨ As Biles became the most decorated female gymnast ever and the team clinched gold in the competition, they shared a delightful moment discussing which TikToks to post right after their victory. This blend of athletic excellence and social media savvy is a testament to how Gen Z is reshaping the narrative around sports and celebration. What does this mean for the future of sports marketing? 🤔 Are we witnessing a new era where social media engagement is just as important as the medals themselves? As a mechanical engineer and entrepreneur, I see parallels in how we can leverage platforms to amplify our messages and connect with audiences. Whether you're in sports, solar energy, or any other field, embracing innovation and staying relevant is key! What do you think? Is TikTok the new gold standard for celebrating achievements? 👍 or 👎? #Olympics #TeamUSA #SimoneBiles #GenZ #TikTok #SportsMarketing #Innovation #BrightStartSolar #Entrepreneurship #MechanicalEngineering #SocialMediaStrategy

I got sick of the half-truths and highlight reels on Instagram. But I uncovered a hack to fix my feed. >> Watch the Paralympics and post about it! (Ok, it's not actually a hack, it's just how the algorithm works. 🤣 ) But now, when I open the app, I see incredible athletes competing and performing feats that I can't even imagine doing. I'm seeing updates on not one, but TWO occupational therapy practitioners who are competing in the games. I'm learning bits and pieces about each sport, the leveling systems, and adaptations that athletes do (or don't) use based on their personal preferences. Plus, I get to share this excitement with my kids. They've been amped to learn about the different sports and watch how the athletes compete. Instagram is a fun place again thanks to the Paralympics. Have you noticed the emphasis on athletes COMPETING in the games instead of "participating"? Have you noticed the marketing for the games being focused on the athleticism, abilities, and entertainment value of the sports? Did you hear the Olympians advocating and promoting the Paralympics? There's a lot to learn from how these games were marketed and the "social proof" that was provided by well-known Olympians to promote the games. What has been your favorite sport so far? I'm most impressed with the blind long-jumpers. I think they're wildly brave and fierce to fling themselves off the end of the runway and trust that they'll hit the sand. But we've also loved swimming, track, rugby, and archery! #Paralympics #OccupationalTherapist #OccupationalTherapy #MarketingStrategist #CopywritingOT

Happy Friday! This week's BASELine is now LIVE, featuring a roundup of the week's news, insights and innovation from across the category, with this week's special Big Question coming from Olivia Dean, Head of Marketing at England Netball. Read now: https://lnkd.in/eXMWSmCs We asked Olivia - Following a 'Summer of Sport', including Wimbledon, The Euros, and the Olympic & Paralympic Games, how do you think audiences have adapted to new ways to consume sport, and what are your predictions for what comes next in sports viewership? She said: "It's been a fantastic summer for sport so far with live TV viewing still proving incredibly popular, particularly with older audiences. There has been a huge rise in demand for shorter-form content; highlight clips and reels across social platforms and news websites have flooded algorithms and showcased the unmissable moments. For the Olympics & Paralympics, the 'spectacle' of the games is the leading driver for viewership which is well-suited to social, and I see these viewing habits continuing as sports fans look to consume the stand-out moments when suits them best." Elsewhere, we shared the news that members of the Creators' Rights Alliance have demanded 'transparency' with regards to Artificial Intelligence in an open letter to tech majors. Please click the link below to subscribe if you haven't already, and get our curated weekly roundup of industry news, insights and resources each Friday morning: https://lnkd.in/e8V-x6Eb

Super cool to see our Olympics Athlete Marketability Report referenced in this great article about the impact of athlete-influencers at the Olympics. Numbers skyrocketed this year, and it wasn't because of NBC's partnerships with massive creators like Kai Cenat... It was because of fascinating behind-the-scenes content created by athletes like Ilona Maher of USA Rugby and Stephen Nedoroscik of USA Gymnastics. It's so exciting to watch how athlete-influencers are transforming the culture of sports. This really is only the beginning. https://lnkd.in/gWdJ6NHv

With Euro 2024 in full force ⚽ , Wimbledon starting in July 🎾 , the Paris Olympics on the horizon 🏅, and a newly launched sports vertical under our belt, the summer of sport has officially begun! 🏆 Feeling out of your league already? No worries, we’ve got you covered! Our founder Shira Jeczmien just published an article in Broadcast Sport, highlighting the incredible opportunity for brands to win the hearts (and crucially eyes) of fans seeking new ways to engage with sport this summer ✨ 👀 🚀 Stay ahead of the game, read the full article below: #GenZ #sportsmarketing #euro2024 #sports #wimbledon2024 #paris2024 #olympics2024