Connexa Sports Technologies Inc. ( YYAI ) shares are trading higher in premarket on Monday after details emerged about a partnership with TikTok.

The sports equipment and technology provider launched a new initiative through its majority-owned subsidiary, Yuanyu Enterprise Management Limited (YYEM). The company, with TikTok, will develop and distribute content aimed at the Middle East and North Africa (MENA).

The move is part of Connexa’s expansion into social networking applications and content creation.

The Multi-Channel Network (MCN) agency services agreement will have YYEM create content tailored for TikTok users in the MENA region. Genres will span sports, gaming and lifestyle.

Well-known Twitch personalities and other influencers will be responsible for producing live-streams and videos.

This partnership seeks to capitalize on TikTok’s extensive reach in the region. As of July 2024, penetration rates surpass 120% in countries such as the United Arab Emirates and Saudi Arabia.

Also Read: James Bond’s New Era: Amazon MGM Studios Takes Creative Reins of Franchise

This collaboration also aims to produce content like live-streams and voice chat rooms. The success of the agreement will hinge on the level of engagement from TikTok users and the conversion rates in the region.

“This deal has the potential to create new revenue streams for YYAI, as well as marketing and other opportunities related to YYEM’s engagement with TikTok’s large and growing base of users and fans. Given the challenges TikTok is facing in the United States, we believe that partnering with TikTok in the MENA region presents a unique opportunity,” said YYAI Chairman Hongyu Zhou.

“We expect to grow our social networking, influencer, and content creation business over the coming year and anticipate that our new social networking vertical will open further opportunities for YYAI.”

In 2024, Congress enacted a bipartisan law that prohibited TikTok, a decision subsequently affirmed by the U.S. Supreme Court.

However, an executive order from Trump postponed enforcement, leaving TikTok’s future in limbo as ByteDance scrambles to secure a buyer and complete the sale.

Price Action: YYAI shares are trading higher by 56.24% at $1.00 in premarket on Monday.

Read Next:

Coca-Cola Warns Shortage Of Diverse Talent Could Harm Business

Image: Shutterstock