TikTok, the short-form video platform, has extended its partnerships with the Wimbledon grand slam tennis tournament and Aston Martin Formula 1 (AMF1) motor racing team.
The renewal with Wimbledon, announced today (July 5), sees the social network collaborate with the competition for a second consecutive year.
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Throughout this year's event – which began on Monday (July 3) – the official Wimbledon account on TikTok will feature new content from the competition, such as behind-the-scenes footage.
Fans can also search keywords like ‘Wimbledon’ on TikTok and get access to the Wimbledon Hub, which features the newest content from the grass court grand slam and its players.
To further activate the partnership and boost fan engagement, TikTok and Wimbledon will also collaborate to launch a new competition in search of the next generation of tennis commentators.
Throughout the event, the @wimbledon account will also share content from top matches from previous years, including last year’s men’s and women’s finals.
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By GlobalDataTennis content on TikTok has generated over 17 billion views to date. The Wimbledon account has more than 1.8 million followers, while the Wimbledon hashtag has over 1.5 billion views.
Harish Sarma, global head of sports at TikTok, said: "Wimbledon represents one of the grand slam pillars in tennis with its iconic grass courts and famed hospitality. We are thrilled to be partnering to bring sports fans around the world closer to the action throughout the tournament.
“With the launch of our new fan competition, we're excited to give our passionate sports community the opportunity to engage with Wimbledon content in creative ways and ultimately take the fan experience to the next level on TikTok.”
William Giles, Wimbledon’s content lead, added: “TikTok offers a unique opportunity to bring Wimbledon to new audiences in creative and engaging ways, and given the success of our collaboration thus far, we are excited to see what 2023 holds for us on TikTok.”
Meanwhile, the platform and the AMF1 Team have expanded their tie-up to “continue to enhance the fan experience on TikTok through new content, creator activations, and exclusive experiences.”
As part of the renewed deal, the AMF1 Team and TikTok have launched I / AM A FAN, a new fan engagement campaign aimed at reaching the global community of Formula 1 (F1) creators, fans, and enthusiasts.
During various events throughout the year, the campaign will engage fans through five main cornerstones – content, experiences, fan feedback, inclusion, and purpose.
The campaign officially kicked off in Miami, US, in May and has since traveled to the Spanish Grand Prix and Canadian Grand Prix in June and will next head to Silverstone for the British Grand Prix this weekend (July 7 to 9).
During the second half of 2023, AMF1 Team and TikTok will also partner together to take the campaign to other events around the world, including activations in Las Vegas, Austin, Mexico, and Singapore.
As the F1 team's official creator partner, the TikTok logo has also been featured prominently on the AMF1 car on the driver’s headrest and inner halo.
Rob Bloom, the Aston Martin Formula 1 team’s chief marketing officer, said: "AMF1 Team has seen unprecedented fanbase growth over the last two years across every measure, from social media community to global fanbase.
"We’ve seen the impact of deeper fan engagement, particularly across the newer entertainment platforms such as TikTok, and we’ve also seen how the passion, enthusiasm, and knowledge of the fans contribute to the exponential growth of F1 itself.”
The AMF1 Team also announced a long-term technical and brand partnership with Valvoline Global, the lubricants and automotive services provider.
The company will serve as the team’s official lubricant partner, with the sponsorship commencing at the upcoming British Grand Prix where the AMR23 cars driven by Fernando Alonso and Lance Stroll will feature Valvoline branding.
The Valvoline brand partnership launches with a special one-off livery during the British Grand Prix and will then continue with prominent on-car branding for the rest of the 2023 season.
The AMF1 Team and Valvoline will also work closely together to develop Valvoline products that will “enhance the performance and success of the AMF1 Team.”
