The British Touring Car Championship (BTCC) has signed an agreement with broadcast partner ITV that will see the 2024 season streamed live on TikTok.
Contract:
- BTCC’s existing deal sees around eight hours of content made available through free-to-air (FTA) platforms ITV4 and ITVX
- Every race will be available live globally through the ITV Sport TikTok channel
Context:
This is the first time that every race of the UK’s premier motorsport championship will be available live around the world in the series’ 66-year history, while it will also be the first sport to be streamed live via TikTok by ITV Sport.
Electric off-road motorcycling championship E-Xplorer signed a similar deal with TikTok last year, highlighting the potential for challenger brands to use the social media platform to take a more disruptive approach to broadcast rights.
Comment:
Alan Gow, chief executive of BTCC, said: “This agreement will introduce the BTCC to a massive new and completely different demographic – a younger and more diverse audience – which is exactly what we, and in fact all of motorsport, are looking to achieve.
“This is very big news for the BTCC, our teams and our partners as we cement the future of the UK’s most prestigious motorsport championship.”
Coming next:
The 2024 BTCC season gets underway at Donington Park from 27th to 28th April.
Go deeper:
- How electric motorcycle series E-Xplorer plans to build the “Amazon for two-wheelers”
- Toca terminates BTCC licence with Motorsport Games
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