Video-streaming giant TikTok has entered into an agreement with the HBL Pakistan Super League (PSL) for content generation. As part of the partnership, users of the app can create specialised content concerning the Abu Dhabi leg of the sixth edition of the cricket league.
PSL 2021 resumes on Wednesday at the Sheikh Zayed Stadium in Abu Dhabi with an encounter between Islamabad United and Lahore Qalandars. The tournament is scheduled to conclude on June 24.
PSL and Chinese giants will work together closely to develop unique content to promote the league across the global stage. It will also engage with fans that follow the league and share content regarding the tournament on the platform. This comes after the HBL PSL 2021 anthem Groove Mera was a resounding hit on TikTok. It has recorded over 1.7 billion views on the platform so far. Babar Hamid, Tournament Director of the HBL PSL, expressed happiness after signing the deal.
“The PCB and the HBL Pakistan Super League have always endeavoured to explore partnerships and collaborations that can help engage with our fans all around the world.
“TikTok is one of the most popular platforms these days and it has taken the world by a storm which makes this partnership very exciting for us. The popularity of the HBL PSL can be gauged by the overwhelming response that our HBL PSL 6 anthem Groove Mera received on TikTok.”
TikTok, developed by Chinese company ByteDance, is a short form video-sharing social networking platform. On this platform, users can create a video covering a spate of topics in duration between 15 seconds to a minute. It is available in 40 languages and is a global phenomenon for small-time influencers. Morning Consult, a global data intelligence company, ranked TikTok as the third fastest-growing brand of 2020, behind Zoom and Peacock. The deal is significant for TikTok in the context of the Indian subcontinent after it was banned by the Indian Government as retaliation to the Chinese aggression on the Indian border.