The Harlem Globetrotters’ content creation is getting a boost

Content creator-focused marketing, tech, and management company Viral Nation is getting on the court with the Harlem Globetrotters.

Their new partnership is meant to leverage the Globetrotters’ “existing reputation as a beloved family and sports entertainment brand” and “help them build a robust digital presence–both for the team and the individual players–that captures the attention of audiences and brands,” Viral Nation and the Globetrotters said in an announcement.

To accomplish that, they’ll create original digital programming for publication across the Globetrotters’ existing accounts on platforms like YouTube (where they have nearly 800K subscribers) and TikTok (700K).

@harlemglobetrottersWe’re constantly traveling the world 🌎 … so who prefers to stay comfortable and who dresses for STYLE? 🔥♬ original sound – HarlemGlobetrotters

“By teaming up with Viral Nation, we are taking a significant step toward enhancing our digital footprint and engaging with audiences in bold and exciting new ways,” Keith Dawkins

, president of the Harlem Globetrotters and their parent, Herschend Entertainment Studios. “Backed by Viral Nation’s expertise in growing the personal brands of a diverse athlete roster, we are poised to see the profiles of our own players soar to exciting new heights.”

The Globetrotters have been around since 1926 and have toured in over 120 countries across six continents. Their goal with Viral Nation is to “focus on growing and developing the overall Harlem Globetrotters brand as well as amplifying their overall reach and its connectivity with digital-first audiences,” the duo said.

This is not Viral Nation’s first foray into sports. It recently began signing wrestling talent, and also sealed a content-creating partnership with the World Axe Throwing League that’s similar to its deal with the Globetrotters.