Short form video platform TikTok is playing doubles with The All England Lawn Tennis Club (AELTC) by producing author content for a younger generation of future tennis fans.
After AELTC launched the app on the eve of the Wimbledon Championships, creators on the platform have been encouraged to put their spin on Wimbledon throughout the tournament, through a platform-wide hashtag #JoinTheStory, to tie in with Wimbledon's broader marketing campaign.
The pairing follows a period of stratospheric growth for TikTok over the past year, in which it became the most downloaded app on Apple’s App Store.
Alexandra Willis, head of communications, content & digital at the AELTC said: “TikTok provides a brilliant opportunity for sports properties to showcase some of the character, personality, and humour of sport beyond the match action.“
Edward Lindman, strategy manager at TikTok UK added: "We are delighted to partner with Wimbledon and give our community the opportunity to get involved with such a prestigious Tennis Championship. This is a great opportunity for our creators to share their creativity and passion for tennis.”
The growing popularity has seen TikTok become a target for critics who accuse the platform of disseminating fake news and sharing user data with China.