BTCC announces world-first live TikTok broadcast deal

TOCA has announced a world-first agreement with ITV Sport that will see all 30 races of the 2024 season broadcast live to a global audience on TikTok.

The deal means every race will be shown live and in full through the ITV Sport TikTok channel to audiences both within the UK and overseas, with the series believed to be the first to stream its entire competition on the platform.

The agreement will run alongside the existing UK broadcast deal that sees each of the ten BTCC events benefit from extensive live coverage on ITV4 and ITVX, with every BTCC race shown alongside a selection of races from the various support packages.

“This is a truly ground-breaking move for the BTCC,” series boss Alan Gow said. “I’m incredibly proud that we will be the first major motorsport championship in the world to have its entire race season streamed live on TikTok. It’s the real ‘cherry on the top’ of our ongoing and vast UK coverage, which is live and free on ITV4 and ITVX.

“Most importantly, this agreement will introduce the BTCC to a massive new and completely different demographic – a younger and more diverse audience – which is exactly what we, and in fact all of motorsport, are looking to achieve.

“This is very big news for the BTCC, our teams and our partners as we cement the future of the UK’s most prestigious motorsport championship.”

ITV Sport senior producer Andrew Hill said the broadcaster was delighted to announce the news.

“This is a hugely exciting and innovative development in ITV’s production of the Kwik Fit British Touring Car Championship,” he said. “Live streaming BTCC races on TikTok, alongside our regular ITV4 and ITVX coverage, will help us to reach a much wider audience and enable a new generation of fans to enjoy the thrills and spills of the number-one championship in British motor racing.”