The Pakistan Cricket Board (PCB) has announced the leading short videos platform, TikTok as the title sponsor of the historic Test series between Pakistan and Australia, which begins on Friday, March 4 in Rawalpindi.
This is the first time in Pakistan that a digital entertainment platform has sponsored a bilateral series. This is an exhilarating step for both TikTok and the PCB because it introduces a new type of international cricket partner as title sponsor to the country.
TikTok will provide a platform for cricket fans to follow their favourite cricket content creators, share the best TikTok cricket content, and create their special moments, reactions, and celebrations surrounding this historic series with Australia.
In addition to the partnership, PCB will launch an official TikTok account before the series, to inspire and entertain millions of cricket fans not only in Pakistan but also around the world, with exclusive behind-the-scenes content as well as current and archival footage.
PCB Chief Executive Faisal Hasnain, said, “We have already established an excellent relationship with TikTok, starting with the HBL Pakistan Super League 2022. Given that relationship, we are delighted to extend it further for the historic Pakistan versus Australia Test series, which will probably be the series of the year.
“This agreement with TikTok is a further indication of the current good health of Pakistan cricket and reflects the value and benefit commercial partners see by associating themselves with our brand.”
Paul Katrib, Head of Brand Marketing, Middle East, Turkey, Africa and Pakistan at TikTok, commented, “We are delighted to become the title sponsor of this historic Pakistan-Australia series. 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.
“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 social media video platforms have been inking some interesting collaborations with sports leagues and series worldwide. Various competitions globally have turned to these platforms to market and promote themselves.