TikTok, MLSE introduce Creator Zone
By Rob Bale
Social media company TikTok has begun an initiative in collaboration with Maple Leaf Sports & Entertainment. The company has established an installation at Scotiabank Arena in Toronto called the Creator Zone. It takes the form of a set that can be used to create social media content at the venue. According to the companies, this agreement is the first of its kind in sports and entertainment in Canada. The first program to make use of the installation will be a 12-part series called Crunch Time, developed as a collaboration between TikTok, MLSE and Frito Lay Canada. The sports-themed show will run live from the arena before some Toronto Maple Leafs and Toronto Raptors home games.
“Each season we see the evolution of how our fans engage with our teams and how they grow their passion for the game, whether it be in-person, through the broadcast, digitally, and now on TikTok,” said Jordan Vader, senior vice-president of global partnerships, MLSE. “The innovative in-venue Creator Zone by TikTok and Crunch Time programming with Frito Lay offers our fans a unique avenue to connect to the Maple Leafs and Raptors as we give a platform to the culture and creativity that inherently surrounds sport.”