TikTok is now the fastest way for sports organisations to reach young audiences and people who don’t follow them yet. During the 2026 Winter Games we ran distribution and management of the Czech Olympic Team’s TikTok – the channel gained 33.9 million views and 41,000 new fans. Here is what worked and what any federation, club or event can take from it.
Why TikTok
On TikTok, content doesn’t only spread among followers. The algorithm shows videos to people based on their interests, so even a small account can reach hundreds of thousands of people with a good video. For sport, with its emotions, stories and big moments, it’s an ideal environment – and the fastest way to reach a younger generation.
Content mix: several sources, one channel
The key isn’t “making more videos” but mixing content sources so the channel never loses its rhythm. On the Czech Olympic Team’s TikTok we combined five sources:
- our own content from the home Olympic Festival,
- carousels made from photos at the Games,
- videos from creators on the ground,
- short videos from the Olympic studio,
- promo campaigns.
For a federation or club this might be: your own videos from training and matches, content from athletes, event photos turned into carousels and reactions to current trends.
What works best on TikTok
- celebrations of success – medals, wins, records,
- interviews and moments with athletes who have personality,
- carousels featuring athletes,
- trends with your athletes,
- national or club pride as an emotion,
- authentic behind-the-scenes details.
Carousels (photo series) are often underrated on TikTok. During the Games we published 166 of them, and carousels featuring athletes were among the formats that worked best.
Pace and consistency
During the Winter Games we published an average of 35 outputs a day – 629 in total (463 videos and 166 carousels). That pace only makes sense for big events. For a federation or club’s day-to-day running, consistency matters more: a few videos a week that keep coming in the off-season too, and much more during tournaments and events.
Community and comments
TikTok is a conversation. Reply to comments, answer fan questions with videos and keep an eye on what people are talking about. Community management throughout the Games was part of our job – and fans reward an active account with engagement.
Reach beyond borders
The short format and universal emotions can carry content beyond your home market. Some videos with Czech athletes reached international fans, athletes and sports accounts – without translation. We tell the whole story in our 2026 Winter Games TikTok case study.
What to measure
- video views and reach,
- interactions (likes, comments, shares, saves),
- new followers,
- profile visits,
- video completion rate.
Common mistakes
- Uploading TV-style or horizontal videos without adapting them.
- A slow start – on TikTok you have one or two seconds.
- An overly official tone that doesn’t work on the platform.
- Posting in bursts only around big events.
- Ignoring comments.
For how TikTok fits into a federation or club’s overall communication, see our guide to social media for federations and clubs.
Frequently asked questions
Is TikTok worth it for a small club?
Yes. TikTok’s algorithm shows videos by interest, not only to followers, so even a small club can reach a big audience with a good video. A phone, consistency and content with emotion and personality are enough.
How many videos a week should we post?
For day-to-day running, 3–5 videos a week is a good baseline, and much more during tournaments and events. Consistency matters more than volume.
Do we have to dance and do trends on TikTok?
No, but trends featuring athletes are often among the most successful content. Choose ones that suit you and your athletes, and combine them with your own formats.
How do we measure success on TikTok?
Track views, interactions, new followers, profile visits and video completion rate. Compare formats against each other and double down on the ones that work.
