PCB scores partnership with Fox Sports and TikTok

Fox to broadcast PCB-affiliated events in Australia.

The Pakistan Cricket Board (PCB) has signed a multi-year partnership with Australian pay-TV network Fox Sports, which will see the Australian network cover all the PCB’s international fixtures at home as well as the Pakistan Super League. 

The partnership, which is set to run until April 2023, will see Fox Sports broadcast the matches on Foxtel, Fox Sports and the streaming service Kayo Sports.

The partnership will see the PCB add another name to its impressive international broadcast partners list, which already includes Etisalat in the Middle East and North Africa region, Flow Sports in the Caribbean, Sky in New Zealand, Sky Sports in the UK, Sony in South Asia (excluding Pakistan), Super Sports in Sub-Saharan Africa, and Willow TV in North America. 

The seventh season of the Pakistan Super League, which got underway from January 27, will be also streamed on ICC.tv for the first time ever, with the matches being available live and on-demand.

Additionally, the PCB also recently expanded its partnership with short-form video sharing app TikTok, with which the board had previously partnered back in June 2021. The expanded deal will see TikTok sponsor the PSL anthem that will be launched on video-sharing platform.

Speaking about the TikTok partnership extension, Salman Naseer, Chief Operating Officer, PCB, commented:

“We want to thank TikTok for coming onboard with us as the anthem partner, the TikTok platform is synonymous with entertainment and I am confident this anthem will help generate great excitement on the platform.”

Paul Katrib, TikTok’s head of brand marketing Middle East, Turkey, Africa and Pakistan, added:

“It brings us real excitement to sponsor the official anthem of the HBL PSL this season. TikTok is fast becoming the home of cricket fandom in Pakistan. We know what cricket means to our Pakistani community and want to bring them closer to their most favourite sporting event of the year.

“This sponsorship is another major step in that direction. The TikTok community in Pakistan is very talented and we are excited to see the content they will be coming up with using the anthem and our official hashtag for the campaign #KhelegaPakistan.”