In what is thought to be the first of its kind, all races for the 2024 BTCC season will be streamed live and free on TikTok.
TikTok has become one of the most popular social media platforms since its launch in 2016, with the video-focused app reaching more than a billion users worldwide every month.
The BTCC already has a live TV deal in place with ITV that sees the championship shown on free-to-air television via ITV4.
While this will remain in place in 2024, the deal will now extend to showing every race live on TikTok by ITV Sport.
With TikTok’s user base being made up of around 45% 18-34-year olds, as well as a 57% female demographic – according to a BTCC report – this move is aimed at bringing the series to a fresh, young audience.
The deal means all BTCC races will also be broadcast worldwide live for the first time ever.
Source: Autosport