Broadcast networks are leveraging social media to generate hype on the ongoing Paris Olympics as they partner with online influencers to bring the sporting event to a wider audience.

First reported by the Financial Times, broadcasting channels are sending out TikTokers and YouTubers to France to attend the 2024 Olympics and cover major happenings throughout the event.

Several social media influencers have confirmed to have been sponsored by NBC and Europsport to help "connect with an audience" and "invent new sports formats on a regular basis."

These are in addition to official Olympic accounts providing briefers and quick explanations to people about the game's rules.

Both NBC and Eurosport are among the main revenue sources for the International Olympic Revenue through brands and advertisers partnering with the networks to broadcast their products to millions of watchers throughout the event.

Also Read: Paris 2024: 6 Exciting Olympic Sports Events to Stream on Peacock

Olympic Athletes Trend on Social Media

True to the networks' expectations, wider coverage of the Olympics through social media made several competing athletes trend on social media, both for good and bad reasons.

First on the list are Turkey's and South Korea's sharpshooters receiving tons of fan art online from people all around the world for their impeccable "aura."

Less stellar are the controversies surrounding female boxers, Imane Khelif and Lin Yu-Ting, as people accused the two of being "biologically male" despite mounting evidence that the athletes were female at birth.

The IOC has already released a statement condemning the "misleading information" about the two athletes and reiterating that "every person has the right to practice sport without discrimination."

There is also growing opposition against the committee's decision to let Israel participate in the games amid the global outrage on the country's ongoing genocide of Palestinians in Gaza.

The IOC previously banned South Africa, Russia, and Belarus for instigating wars.

Related Article: Olympics Committee Issues Statement Against Online Harassment of Algerian Boxer

Paris Olympics Become Target of Cyberattack, Disinformation Campaigns

The wider attention on the event is also leading to an increase in cyberattacks and disinformation campaigns aiming to disrupt the Olympics.

Officials have reportedly interrupted several DDoS attacks and online disinformation campaigns targeting the hosting body in hopes of hampering people's mood ahead of the event's opening.

Cybersecurity officials from many countries have already warned the French government to amplify defenses against potential sabotage plans throughout the event.