Sina Sports obtain digital broadcast rights to European Tour

The Chinese online sports platform, Sina Sports signed a multi-year partnership with the European Tour on February 13, to exclusively live stream all European Tour tournaments on all Sina Sports platforms, effective immediately, until the end of the 2021 season. 

The newly-created Sina Sports in-house digital media agency will also manage the European Tour’s social media assets in China for the duration of the streaming partnership, including its official European Tour WeChat and Weibo accounts. 

Sina Sports has been streaming the European Tour since November 2018. 

Sina Sports is a subsidiary of Sina, a long-established online news portal in China who also owns the Weibo platform. In recent years, Sina Sports have been dedicated to developing original sports events, such as 5x5 Futsal league and the 3x3 basketball league.  

The recently announced in-house digital media agency is a new function of Sina Sports. It previously announced an exclusive Weibo operation and commercial deal with Paris Saint-Germain striker Edinson Cavani. 

Sina Sports will leverage Sina Golf’s influence regarding golf content in China to help broadcast the European Tour in the market. 

Reference: European Tour website 

Proofread by Raymond Fitzpatrick