The Newest Olympic Sport: TikTok
The Olympic Games have long been a content-creating machine, whether it be through traditional television, streaming, interviews or whatever Snoop Dogg has been up to. However, the past Olympic cycle has seen TikTok rise to the forefront of media channels used for Olympic content creation.
Why TikTok Is the Perfect Medium for Olympians
TikTok users reward videos that are authentic, and authenticity is something that the public likes in an Olympian, especially since the nature of their craft is so superhuman and impressive. A relatable personal TikTok is helpful for an Olympian in creating this down-to-earth reputation.
Regulation Changes
Prior to 2024, Olympians’ TikToks and other social media posts were heavily restricted by the International Olympic Committee (IOC). Athletes were unable to post within a certain period before and after their competitions, could not post in the Olympic Village or other Olympian-only areas, and could not post official practice footage. This led to an atmosphere of secrecy around the Olympics. Since the layperson could not access this content, it seemed like something to be revered. However, prior to the 2024 Olympics, the IOC nullified these regulations. The curtain was pulled back, and—for better or worse—the Olympic Games got closer to being fully known, though some things were still restricted.
2024’s Success
In the 2024 Summer Olympics in Paris, France, Olympians such as Team USA rugby player Ilona Maher began utilizing TikTok to grow their personal brands. Through simple vlogs and popular trends, Maher built a positive reputation while also creating more awareness for women’s rugby. Brands saw her virality and decided to partner with her. Maher is not the first Olympian to have done something like this by any means, but she definitely shifted the tone; she was a normal person and an icon rather than just the latter. She was not the only 2024 Olympian to do this. Norwegian swimmer Henrik Christiansen, for example, used his love of Olympic Village muffins to create an international phenomenon and eventually earn partnerships with Samsung and Adidas.
NBCUniversal
Going into 2026, companies wanted to capitalize on this success. NBCUniversal is perhaps the best example of this. NBCUniversal owns the Peacock streaming service, which streams all of the Olympic events to millions of viewers, sometimes earning close to 50 million views per program. The company also has influencer ambassadors attend events to create social media content. In the past, this content had been in competition with athletes’ own, but that was changed this year. For the 2026 Olympics, NBCUniversal sent non-athlete influencers in addition to providing Olympians with media kits for creating their own partnered content. This also allowed these influencer ambassadors to collaborate with Olympians for even more content.
Conclusion
Olympians have always had widespread appeal, but they now have the added advantages of media partnerships and the ability to make engaging content. Other than the fact that TikTok is a fickle beast, there are almost no weaknesses or limits to what Olympic athletes can do on TikTok.
References
Christiansen, Henrik. “Henrik Christiansen: Building a Personal Brand with the Paris 2024 Muffin Man.” Olympics.com, 2024, www.olympics.com/athlete365/news/personal-brand/henrik-christiansen-building-a-personal-brand-with-the-paris-2024-muffin-man.
Feldman, Jacob. “Winter Olympic Creators on TikTok: The Trends Have Begun.” Sportico.com, 5 Feb. 2026, www.sportico.com/personalities/athletes/2026/winter-olympics-tiktok- follow-usa-social-media-rules-1234883552/.
Fisher, Eric. “NBC’s Winter Olympics Viewership Tear Continues.” Front Office Sports, 20 Feb. 2026, frontofficesports.com/nbcs-winter-olympics-viewership-tear-continues/.
“Nearly 21 Million Viewers Watched NBCUniversal’s Coverage of USA-Canada Olympic Men’s Gold Medal Hockey Game, Peaking at 26 Million for Game-Winning Goal on NBC & Peacock.” NBCUNIVERSAL MEDIA, 25 Feb. 2026, www.nbcuniversal.com/article/nearly-21-million-viewers-watched-nbcuniversals-coverage-usa-canada-olympic-mens-gold-medal-hockey.
Van Gensen, Layckan. “Olympics 2024: What New Social Media Guidelines Mean for Athletes and Their Sponsors.” The Conversation, 4 July 2024, theconversation.com/olympics-2024-what-new-social-media-guidelines-mean-for-athletes-and-their-sponsors-233592.