Future Makers are the driving forces that take us forward: using technology, determination, collaboration and passion to make things happen. From cybersecurity to social media, we'll hear from the people and partners using winning formulas to affect positive change.
In the sixth part of our Future Makers series, Harley Johnson, Sports Marketing Lead at TikTok explains how the leading entertainment platform is opening up opportunities for content creators of all backgrounds.
With over one billion active users, TikTok's proposition to sporting partners is truly global in scope. Together, we can provide an opportunity to genuinely shift culture, creativity and community in a positive way, and unlock levels of engagement unachievable anywhere else on the internet.
At its best, sport brings people together, it fosters unity, and builds incredible, shared experiences. At TikTok, we want to consistently show up in those moments that matter – allowing fans to connect, inspiring them, and sharing their passions with millions of others across the world.
Starting with our partnership with UEFA EURO 2020 earlier this summer and continuing through both Aston Martin Cognizant Formula One™ Team and the British & Irish Lions tours projects, we launched our sporting proposition 'Where All Fans Play', which really defines our role within the space.
Diversity and inclusion sit at the heart of our mission – not just within sport but across everything we do.
This is important, because we have fostered an incredibly positive, supportive, and inspiring community on TikTok. And as we continue to scale within the sporting world, that positivity can become our superpower.
And with such a broad community behind us, diversity and inclusion sit at the heart of our mission – not just within sport but across everything we do. We want to proactively protect a space where everyone feels welcome, represented, and be free to have fun and create.
TikTok x AMCF1
TikTok is our first ever Official Creator Partner – and you're the reason we've teamed up. This is content created for the fans, by the fans, and with the fans. Find us on TikTok: @astonmartinf1
As such, we've launched proactive campaigns like #SwipeOutHate – designed to protect this positivity, educate on the safety tools we provide and tackle online abuse.
Similarly, we will continue to support our partners across diversity and inclusion topics or campaigns, such as with UEFA and their #EqualGame campaign, or with Stonewall and the Premier League's Rainbow Laces.
Therefore, it is our hope that all of this combines to achieve our ultimate ambition: to become the destination for sporting content, community and creation, inspiring creativity and providing joy for all involved.
Thanks to Harley for making his mark: #IAMSTORIES.
Harley Johnson leads Sports Marketing for TikTok across EMEA. Passionate about driving social purpose, diversity and inclusion, and real-world impact through partnerships and content; Harley has previously worked at social publishing heavyweights LADbible Group, Jungle Creations and Collectively.org (acquired by Vice Media); alongside creative industry giants D&AD.
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