‘It’s an unfiltered lens’: How athletes are using TikTok as an unofficial Olympic broadcaster

August 1, 2024 10:03

Athletes from around the world are taking to TikTok to share their experiences of the Paris Olympics, turning the platform into an unofficial, but very authentic, broadcaster of the Games. So how can brands take advantage of this?

Speaking at a panel event on Tuesday morning, hosted by M&C Saatchi Sport & Entertainment, the Australian Olympic Committee’s (AOC) creative comms agency of record, TikTok ANZ’s publisher manager, Wade Shipard, said the platform has seen a huge shift in how the world is consuming with Olympics content, thanks to these athletes-turned-influencers.

“TikTok has become a place for sports communities, and it’s the stuff you can’t get on TV that our platform is really good at. It gives that unfiltered lens for what athletes are like, it shows their personalities and interests. And, it gives them an opportunity to grow as creators too,” he said.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.