The Pakistan Cricket Board (PCB) has named social media giant TikTok as the title sponsor for the upcoming Test series between Pakistan and Australia.
The move represents TikTok’s first such deal in international cricket, although the social video platform did recently agree a partnership for the PCB’s Pakistan Super League (PSL) Twenty20 franchise tournament.
As the Test series’ title partner, TikTok will provide a platform for cricket creators to share content around the series when its gets underway in Rawalpindi on 4th March.
The PCB will also launch its own TikTok account featuring exclusive behind-the-scenes content and current and archival footage featuring the Pakistan national team.
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The PSL’s TikTok account, established as part of the 2021 agreement, currently has more than 10.1 million likes and 1.1 million followers.
“After the resounding success of our partnership with HBL PSL 2022, we want to continue cementing TikTok’s position as the ultimate platform for cricket fandom in Pakistan,” said Paul Katrib, head of brand marketing, Middle East, Turkey, Africa and Pakistan at TikTok.
“TikTok has become a place where people enjoy a new type of experience for sports and cricket, in particular, as more and more cricket organisations, teams and players jump on our platform to engage directly with fans. Our Pakistani community on TikTok loves to celebrate cricket in creative ways, and we can’t wait to see how they engage with all the unmissable content we expect for this historic series against Australia.”
The latest deal sees TikTok add to its roster of sports partnerships, having previously agreed deals with European soccer’s governing Uefa, the National Hockey League (NHL), the Six Nations international rugby union tournament and the 2022 Africa Cup of Nations national team soccer event.