What the TikTok Olympics Taught Us About the Future of Sports Marketing

Forget primetime TV—this year, the biggest Olympic moments weren’t on NBC, they were on TikTok. From Simone Biles’ gravity-defying vault to Tom Daley’s poolside knitting, the Paris Olympics played out in real-time on the For You page. Fans weren’t just watching—they were stitching, duetting, and turning highlight reels into viral sensations.

TikTok wasn’t just a second screen—it was the screen. And for brands, athletes, and marketers, it’s proof that sports marketing has officially gone digital-first.

The rise of TikTok in sports marketing

Once known for viral dance trends, TikTok has become a dominant digital engagement force. Its unique algorithm and short-form video format make it the perfect real-time viral marketing platform. During the Olympics, athletes, sponsors, and independent marketers leveraged TikTok to amplify their presence and build direct connections with audiences.

TikTok reported that Olympic-related content racked up billions of views, with hashtags like #Olympics2024 and #Paris2024 dominating feeds. Unlike past Olympics, where engagement was predominantly TV- and Twitter-driven, this year’s Games ushered in a new era of interactive, fan-driven content consumption.

Athletes leading the charge

Olympians have increasingly embraced TikTok to share unfiltered, behind-the-scenes moments with fans, making them more relatable and building their brands beyond the field.

With short-form, algorithm-driven content, TikTok didn’t just capture attention—it redefined what sports marketing looks like in the digital era.

British diver Tom Daley gained attention not just for his gold-medal performance but for his knitting, sharing poolside clips that went viral. U.S. gymnast Sunisa Lee celebrated her victories through personal TikToks. At the same time, skateboarder Sky Brown documented her Olympic journey in a way that resonated with younger audiences, further elevating the profile of skateboarding on the global stage.

Swimmers, runners, and even lesser-known athletes found their niche, using TikTok to showcase training routines, personal struggles, and day-to-day life at the Olympic Village. These behind-the-scenes moments brought authenticity that traditional broadcasts couldn’t offer.

Using TikTok to showcase their real personalities, these athletes created deeper connections with their fans—something traditional sports media rarely allows.

Official sponsors adapting to the trend

Olympic sponsors weren’t far behind. Recognizing the shift in media consumption, brands integrated TikTok into their marketing strategies to reach younger, digital-first audiences.

• Coca-Cola launched interactive TikTok challenges and branded hashtags, encouraging user participation and extending campaign reach beyond traditional advertising.
• Visa partnered with top TikTok creators to produce Olympic-themed content, leveraging their established followings to amplify engagement and brand awareness.
• Nike, instead of relying solely on high-production TV commercials, leaned into TikTok trends, using real-time, fan-generated content to fuel its Olympic storytelling.

Brands like Adidas, Puma, and even non-sports-related companies jumped into the TikTok Olympics wave, using Olympic-related content to drive engagement and sales. The shift from polished, scripted ads to more spontaneous and interactive marketing underscores a fundamental change: brands now understand authenticity drives engagement.

Independent marketers seizing the moment

Significant sporting events—whether the Olympics, the FIFA World Cup, or Wimbledon—offer opportunities for marketers outside the official sponsor ecosystem to create impactful campaigns.

Non-sponsor brands, fitness influencers, and independent sports commentators tapped into TikTok’s reach, capitalizing on viral Olympic moments without paying massive sponsorship fees. Gym equipment companies, nutrition brands, and lifestyle businesses found creative ways to align their messaging with trending Olympic content, proving that agility often beats big-budget ad spending.

Some smaller apparel brands saw their sales skyrocket by reacting quickly to viral Olympic moments, whether by designing limited-edition merchandise inspired by trending athletes or creating meme-worthy content that resonated with sports fans.

TikTok’s unique advantage: Community-driven engagement

What sets TikTok apart from traditional marketing channels is its participatory nature. Unlike passive TV ads or static social media posts, TikTok thrives on user interaction—duets, remixes, and challenges that invite engagement rather than just consumption.

For sports marketing, this means fans aren’t just watching the content—they’re reshaping, reinterpreting, and spreading it organically. This level of engagement is unmatched in traditional media, and it’s why brands increasingly prioritize TikTok in their digital strategies.

TikTok also enables real-time trend tracking, allowing brands and creators to pivot their content based on what’s gaining traction. This flexibility is a game-changer in sports marketing, where audience sentiment can shift instantly.

The future of sports marketing

The rise of TikTok in sports marketing signals a broader shift toward engagement-driven, digital-first campaigns. The future will likely include:

• More athlete-driven content: Expect athletes to continue building their brands, with sponsorships tied to their social media influence rather than just their performance.
• Influencer partnerships beyond athletes: Fitness creators, sports analysts, and even meme pages will play a more prominent role in shaping sports narratives.
• Expanded live-streaming experiences: More real-time interaction, Q&As, and behind-the-scenes moments will redefine how fans engage with sporting events.
• Augmented reality (AR) and AI-powered engagement: From interactive filters to AI-generated highlight reels, emerging tech will enhance how brands connect with audiences.
• Hybrid ad formats: More brands will experiment with a mix of traditional sponsorships and influencer-driven campaigns to maximize reach.

Cut to the chase

The TikTok Olympics demonstrated the power of social media in modern sports marketing. Athletes, sponsors, and independent marketers leveraged the platform to create compelling content and foster deeper fan connections.