Beijing 2022 China NBC NBCUniversal Olympics TikTok

NBCUniversal Signs Deal With TikTok For Beijing 2022

January 25, 2022

NBCUniversal has signed a deal with TikTok which will see the broadcaster utilising the social media platform in order to further promote next month’s 2022 Winter Olympic Games in Beijing.

“Looking back at insights from the Tokyo 2020 Games, it was fascinating to see how much audience interest there was in perhaps ‘non-traditional’ Olympics content,” said Harish Sarma, TikTok’s global head of content business development.

As part of the deal there will be a livestream numerous times per day featuring a TikTok creator, as well as many posts that will be featured on the platform in order to increase overall viewership.

“We are collaborating closely to identify which TikTok creator will host the program, and we’re excited for audiences to tune in and see the show,” said Krishan Bhatia, president and chief business officer, advertising and partnerships, NBCU. 

This is latest deal for TikTok following last week’s announcement from cricket’s Pakistan Super League that they will also be joining forces with the Chinese social media brand.

Beijing 2022 China NBC NBCUniversal Olympics TikTok