How TikTok is helping sport engage the next generation of fans

Sep 21, 2022, 05:00 AM

Harish Sarma, TikTok’s global head of content business development, hops on this week’s StreamTime Podcast to outline the video-sharing platform’s sports strategy.

SportsPro chief executive Nick Meacham is joined by Harish Sarma, TikTok’s global head of content business development, for an in-depth interview about the short-form video platform’s growing role in sport.

Formerly of the National Basketball Association (NBA), Sarma explains how important sport is to TikTok’s youthful audience and outlines how the platform can help rights holders attract new fans.

Sarma then offers some insight into which rights holders are currently outperforming the rest on TikTok and outlines how sports properties can look to monetise on the platform, while there’s also time to explore the motives behind the company’s sponsorship strategy across Europe and beyond.