World Cup 2019: ICC inks deal to offer content on Tik Tok, Helo

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The International Cricket Council (ICC) has announced a partnership with ByteDance, a leading technology company operating a range of content platforms around the world. The partnership focuses on delivering exciting campaigns and unique content at the ICC Men’s Cricket World Cup 2019 through the platforms of TikTok and Helo.

TikTok, the world’s most downloaded app in 2018, encourages creative expression through short-form video and will give cricket fans the chance to compete in a series of in-app challenges. Whilst Helo, India’s leading regional social media platform, will give Indian fans the chance to access the latest Cricket World Cup news in 14 Indian languages.

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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.”

Tik Tok and Helo through this ICC deal will empower billions of cricket fans and followers to create and follow personalised content from the ICC World Cup 2019, to be played in England and Wales from May 30.

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