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TikTok said it has transformed the way fans engage with global sports, offering fresh perspectives on major international events such as the Olympics and Paralympics.
According to a statement sent to PUNCH recently, the platform provided viewers with unprecedented access to athletes, moving beyond their athletic achievements to offer behind-the-scenes content and personal stories that showcased the human side of sports.
TikTok stated that its innovative approach allowed fans to experience the emotional and cultural dimensions of sporting events, blending athleticism with cultural moments.
In particular, African culture was prominently featured through music and dance, resonating with global audiences. Hashtags like #ChocolateMuffinTok gained traction, adding a fun, relatable element to the sporting experience.
In 2024, TikTok’s influence in the sports sector grew significantly, with the platform reporting a 350 per cent increase in posts tagged with #SportsOnTikTok compared to the previous year.
The company said broadcasters utilised TikTok’s features to engage broader audiences, creating dynamic content that resonated worldwide.
TikTok’s short-form videos, live streams, and interactive tools allowed fans to connect with athletes on a personal level, offering unique glimpses into their journeys and behind-the-scenes moments.
The platform also highlighted its impact during the 2023 Africa Cup of Nations, where over 393,000 pieces of content were shared as countries competed for the prestigious title.
TikTok emphasised that the tournament demonstrated how it brought sports entertainment to life, from team songs and local dances to locker room interviews, engaging both passionate football fans and casual viewers alike.
The Head of Content Operations for Sub-Saharan Africa at TikTok, Boniswa Sidwaba, stated, “Throughout 2024, TikTok continued to redefine how we discover, create, and connect through the shared language of video.
“From small businesses launching global brands to creators and artists driving cultural movements, TikTok is a catalyst for economic growth, cultural trends, and social impact.”
Sidwaba also celebrated the contributions of the Nigerian and wider West African communities, acknowledging their influence on the platform.
“We remain committed to nurturing a positive and inclusive environment where everyone can bring joy, have a unique voice, and have a chance to shine,” she added.
Looking forward to 2025, TikTok reiterated its commitment to fostering creativity, promoting inclusivity, and celebrating the diverse stories within its community.
“The journey of inspiring, entertaining, and uniting people continues, and the possibilities are limitless,” the company said.
TikTok is the leading destination for short-form mobile video, with a mission to inspire creativity and bring joy.
It operates global offices, including locations in Los Angeles, Mountain View, New York, London, Paris, Berlin, Dubai, Singapore, Jakarta, Seoul, and Tokyo.
English (US) ·