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Brazilian basketball league sets first with TikTok launch

Short-form video platform TikTok has partnered with Novo Basquete Brasil (NBB), the top division of club basketball in Brazil.

The NBB becomes the first sports league in Brazil to have a presence on the app, which allows users to create and discover fun, short-form videos.

The @NBBoficial account will post content relating to the “entertainment and lifestyle” aspect of basketball, with challenges and behind-the-scenes videos from teams and players, as well as specially-crafted photo frames for TikTok.

NBB communications director Guilherme Buso said: “We are always keeping an eye on the new consumer trends of basketball fans, who today are very active on digital platforms. This season we have distributed 100 per cent of NBB Caixa game broadcasts on seven different channels and now we have developed an intense plan for content creation and fan interaction on TikTok.”

The NBB was also the first Brazilian sports league to stream games live on Twitter and Facebook. The league has recently signed a string of new broadcast rights agreements, including a three-year contract with subscription OTT platform DAZN.

Brazilian football team Corinthians recently partnered with TikTok, which also hosts official accounts for the likes of Liverpool, Barcelona, Real Madrid and Los Angeles FC.