TikTok partnered with the British Basketball Leauge as well as Basketball England on a promotion which showcased British basketball to TikTok's audience.

The partnership consisted of a branded hashtag challenge which highlighted the best of British basketball on TikTok. To participate in the challenge, TikTok users used the hashtag #BritishBasketball. The challenge invited TikTok creators to showcase their best basketball tricks and skills.

Additionally, TikTok users had access to behind-the-scenes exclusive content from British basketball teams such as the Sheffield Sharks, Leicester Riders, London Lions and more!

This partnership with British Basketball represented the first basketball-focused promotion on TikTok in the UK.