Sina Sports partners with Mediapro for 3x3 basketball

Chinese sports media company, Sina Sports, has signed a strategic framework on Tuesday with Mediapro, a multimedia communications group in Spain.

Under the framework, Mediapro gets the exclusive global media rights and commercial rights of Sina’s 3x3 Golden League Basketball Tournament outside mainland China. The two sides will work together for global expansion over the next 5 years, with the goal of making the tournament into an international basketball league of its kind.

Their cooperation will cover fields like overseas video rights, commercial development and events organization outside mainland China. 

Launched in 2015, the Sina 3x3 Basketball Golden League has become one of the most exciting sporting events in China. The 2017 tournament attracted 24,576 athletes competing in 6,144 participating teams.

As Sina Sports General Manager Arthur Wei said, to internationalize the mass-participation events highlighted in China’s No. 46 File, we should make efforts to engage more players that are international in Chinese events, as well as expand self-made Chinese events to overseas markets.

Source: Sina

Proofread by William Logsdon