The British and Irish Lions touring rugby union side have signed up with the social media platform TikTok to provide behind-the-scenes content.
The social media platform will offer the users exclusive video clips from the ongoing South Africa tour, with interviews, training session content, along with pre and post-match takeovers.
A series of live streams on the platform along with a guided tour around the Lions’ camp will be provided in this deal. Lions team’s chef, Andre Moore, will also host a live segment on food and nutrition called ‘Cooking For Performance’. The Lions will also be launching several hashtag challenges in the upcoming weeks.
Apart from the deal with the British and Irish Lions, TikTok’s recent announcements include a partnership with UEFA to sponsor the Euro 2020 national team soccer tournament, a content tie-up with Formula One racing team Aston Martin and collaboration with English women’s soccer club Burnley to live stream their fixtures.
After winning the opener against the Springboks on July 24, the Lions will play their second match of the three-Test series on July 31.