MLSE and social content giant TikTok have launched a new in-arena content space called Creator Zone by TikTok that they say will offer sports fans the opportunity to be “immersed in the culture of Toronto’s sports entertainment community.”
The first content out of the TikTok-branded space will be Crunch Time, a partnership with Frito Lay Canada that will stream live on TikTok ahead of 12 Toronto Raptors and Toronto Maple Leafs home games this season.
According to a release, Crunch Time episodes will feature guest creators and “Frito Lay matchups,” with a focus on highlighting the cultural elements of sports. TikTok creators will focus on out-of-game elements like team-themed art, original songs, performances, custom-designed jerseys, and giveaways. The first episode of Crunch Time debuted during Wednesday night’s NBA game between the Toronto Raptors and Indiana Pacers.
PepsiCo Foods Canada CMO Jess Spaulding said that sports have long provided a communications platform for Frito-Lay brands (including bringing back former NHL star Mark Messier for its latest Super Bowl ad). “[B]ringing our fans a series like Crunch Time allows them to enjoy culturally relevant game day content, wherever they area,” she said.
TikTok and MLSE have been partners for several years, with both the Raptors and Leafs operating channels on the social media brand, and the TikTok logo appearing on the Leafs’ helmets during the 2021-22 and 2022-23 seasons (it was replaced by Pizza Pizza this season).
MLSE’s senior vice-president of global partnerships Jordan Vader said that the organization has seen an evolution in how fans engage with sports teams, with the emergence of TikTok the latest example.
TikTok said it has more than 14 million posts on #basketball and 2.4 million on #hockey, with content spanning game commentary, highlights, behind-the-scenes footage, and pre-game conversation.
“TikTok is the place where sports fans around the world gather to share their passion,” said Joshua Bloom, general manager, global business solutions at TikTok Canada. The new partnership, he said, will “bring the intersection of Maple Leafs and Raptors fandom, and creator culture, the next level.”
