NBCUniversal unveiled an unconventional approach to covering the Olympic Games in Paris 2024. It partnered with major social platforms to assemble a “Paris Creator Collective” comprising 27 influential creators. This multi-platform program aims to engage younger audiences by allowing creators to share their perspectives and experiences from the Games through custom content.

The Paris Creator Collective spans various social media platforms, including Meta, Overtime, Snapchat, TikTok, and YouTube. Notable participants include Grammy-award-winning rapper Lecrae, NCAA gymnastics star Olivia Dunne, TikTok sensations like Jasmine Nguyen and King Asante, and YouTube creators such as Carter Kench and Haley Kalil.

NBCUniversal states that the creators will have unprecedented on-the-ground access in Paris, attending the Games and certain U.S. Olympic Team Trials in June. They will create custom content showcasing the athletes, events, food, celebrations, and behind-the-scenes experiences, offering fans a unique and engaging look at the global gathering.

“Creators participating in this new program will bring a unique perspective to fans of the Olympic Games,” said NBC Olympics President Gary Zenkel. “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.”

According to the announcement, advertising partners can work with NBCUniversal to create sponsored posts with select creators while they are in Paris, providing a means to reach the next generation of Olympic fans. The organizers of Paris 2024 are reimagining the Games to make them more accessible to the public and showcase the city’s iconic landmarks as competition venues.