TikTok and Maple Leaf Sports & Entertainment (MLSE) have launched a dedicated in-arena content channel on the app called Creator Zone by TikTok, and have partnered with Frito Lay to create the first program.

Crunch Time (pictured) is a 12-episode series in which different hosts talk about the sports culture in Toronto and what connects fans to hockey and basketball, such as team-themed artwork, creative songs and custom jerseys. The show airs live from Scotiabank Arena, prior to the Toronto Maple Leafs and Toronto Raptors’ home games. It premiered on Feb. 14, when the Raptors played against the Indiana Pacers. A second episode will air on Feb. 17.

“Our Frito Lay brands have always been anchored in sports fandom and culture, so bringing our fans a series like Crunch Time allows them to enjoy culturally relevant game day content, wherever they are,” said PepsiCo Foods Canada CMO Jess Spaulding in a release.

For his part, TikTok Canada general manager of global business solutions Joshua Bloom said: “We’re excited to collaborate with Frito Lay and MLSE on the introduction of our in-arena Creator Zone, and Crunch Time, where we’ll bring the intersection of Maple Leafs and Raptors fandom, and creator culture, to the next level – innovating together to bring pre-game thrills to our community on TikTok.”

According to the company, “#basketball” accumulates more than 14 million posts on the app, while “#hockey” has 2.4 million. The social network has over 1 billion monthly active users.

The partnership between TikTok and MLSE isn’t new. The social network’s logo appeared on Maple Leafs’ helmets for the 2021-22 and 2022-23 seasons. Frito Lay has also been a longtime partner of MLSE’s teams and venue.