Since launching a TikTok account in July 2019, Benny The Bull has been on the forefront of the platform. The account’s more than two million followers outnumber any North American professional sports team, as well as the main accounts for UFC, MLB and the NHL. Looking to take advantage of that popularity, the Chicago Bulls have become the first professional team to release branded content on TikTok. Partnering with Chicago-based BMO Harris Bank, the Bulls engaged in choreographing and creating dance challenges for fans to participate. It also produced and created original audio and music for each post. On the music side, the Bulls worked with Hawaii-based group Young Black Kings to develop and produce original songs for the branded content series.