The International Cricket Council (ICC) announced a partnership with one of the leading technology companies operating various content platforms all around the world. The company is named ByteDance and holds the content organisation rights on TikTok and Helo in India. The main focus of this partnership is to bring fresh and exciting content of the ICC World Cup 2019 on these platforms.
TikTok was the world’s most downloaded app and it has gained significant prominence in India. The app downloads were banned by the government but the ban was soon lifted. TikTok is an app that allows users to create short and entertaining video content for the viewers. The partnership will encourage the users to create content related to the World Cup and compete in multiple in-app challenges as well.
As for Helo, it is one of India’s leading regional social media platforms. The collaboration will allow the fans to gain direct access to news for the ICC World Cup 2019. What’s more, is that this news will be available in 14 different languages for the users.
Aarti Dabas, ICC Head of Media Rights and Digital, said: “The partnership with ByteDance through TikTok and Helo is so exciting for our sport and the ICC Men’s Cricket World Cup. Cricket has more than a billion fans and TikTok can help us connect with an even wider audience in such a fun and engaging way. As a sport, we’re committed to building partnerships with companies that offer us the use of a range of platforms to connect and engage with our fans in a meaningful way. The multi-language format of Helo also allows us to increase our reach across India bringing more fans closer to the event than ever before.”
Mayan Scharf, Global Strategic Partnerships, ByteDance said: “We are really excited to be partnering with ICC to bring to cricket fans the most exciting sporting moments through our flagship content platforms, TikTok and Helo. ByteDance platforms always strive to leverage diversified content formats to encourage creations and interactions, and we believe that our users will be thrilled to participate in the series of in-app activities celebrating the ICC Men’s Cricket World Cup.”