NBC Universal is to send 27 social media creators to the Olympic Games Paris 2024 as part of an effort to reach sports fans of all generations.

The US rights holder to the Olympics has unveiled a first-of-its-kind “Paris Creator Collective” for its coverage of the Games in partnership with Meta, Overtime, Snapchat, TikTok and YouTube.

5. NBCU Olympics

The Creator Collective by NBCUniversal

The multi-platform social creator programme will see 27 creators tell the stories of the Games and Team USA through their eyes thanks to on-the-ground access in Paris. They will create custom content while attending the Games this summer and certain US Olympic Team Trials in June.

The creators include Chris Matthews, @lethalshooter, for Meta; Megan Eugenio, @overtimemegan, for Overtime; Duke Dennis, @dukedennis, for Snapchat; Clarke Peoples, @claaaarke, for TikTok and Carter Kench, @CarterKench, for YouTube.

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Advertising partners can work with NBCUniversal to create sponsored posts with select creators while they are in Paris.

The NBC broadcast network and streaming service Peacock will be the NBCUniversal’s primary platforms for its coverage of the Paris Olympics, scheduled for July 26-Aug 11.

“With the Paris Creator Collective and these new partnerships, we will reach out to the younger generation of Olympic fans with personalities, content, and voices they consistently engage with in their daily lives,” said Gary Zenkel President, NBC Olympics. “Creators participating in this new programme will bring a unique perspective to fans of the Olympic Games. From the athletes to the food to the celebration, creators will offer their communities of fans a truly unique, engaging look at this summer’s global gathering in Paris.”

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