The Pakistan Cricket Board (PCB) has announced TikTok will be the title sponsor for the upcoming test series between Pakistan and Australia.

After recently entering a partnership with the Pakistan Super League (PSL) Twenty20 competition, the social media giant has stepped onto the international cricket stage, with the platform giving creators the chance to share content about the series when it kicks off on 4 March.

Additionally, part of the deal will see PCB create an account, which will feature behind-the-scenes content, current and archival footage from the Pakistan National Team.

Commenting on the partnership, PCB chief executive officer, Faisal Hasnain, said: “We have already established an excellent relationship with TikTok, starting with the HBL Pakistan Super League 2022.”

“Given that relationship, we are delighted to extend it further for the historic Pakistan versus Australia Test series, which will probably be the series of the year,” he said.

TikTok head of brand marketing, Middle East, Turkey, Africa and Pakistan, Paul Katrib, added: “TikTok has become a place where people enjoy a new type of experience for sports and cricket, in particular, as more and more cricket organisations, teams and players jump on our platform to engage directly with fans.”

“Our Pakistani community on TikTok loves to celebrate cricket in creative ways, and we can’t wait to see how they engage with all the unmissable content we expect for this historic series against Australia,” he said.

The deal means the social media platform adds the PCB to a list of major partners including UEFA, the NHL, Six Nations rugby tournament and 2022 African Cup of Nations.