January 7 – Manchester United is to launch its dedicated TV channel in China with Sina Sports. The multi-year deal is exclusive to Sina Sports.
The MUTV channel was launched in 1998 and now broadcasts 24 hours a day.
MUTV programming includes full, As-Live coverage and highlights of all Man Utd Premier League and UEFA matches, coverage of manager Louis van Gaal’s weekly press conference, and pre-match build up and comment from club legends.
The channel also gives fans exclusive interviews with team management, coaching staff and first team players, as well as documentaries and general club news.
Sina Sports is China’s oldest and largest digital sports media platform and will broadcast the full channel via its website, mobile site, and mobile app.
Man Utd reckons it has 108 million fans in China. Richard Arnold, Manchester United group managing director, said: “This is an important and exciting partnership, not only for Manchester United but also for our Chinese fans. The Club works tirelessly on new and innovate ways in which we can engage with our fans and this is a classic example of how our commercial partnerships allow us to do this.
“MUTV broadcasting in China is not only a first for Manchester United, but also a first for any 24/7 dedicated Premier League club channel. We couldn’t have found a better partner to work with on this than Sina Sports.”
Competition for sports content in China’s rapidly digital markets is intense with newcomer LeSports in particular showing aggressive acquisition of premium properties. Arthur Wei, Sina Senior Vice President and GM of Sina Sports, believes that the market is changing in the way Chinese consumers follow sport and that this deal will be at the forefront of that change.
“This partnership is a great example of the vision we have to provide Chinese fans with more and more diversified, deeper sports content. Manchester United has deservedly won over 100 million fans in China and we are excited to see how the Club will grow its following through this historic launch. We anticipate this will make great strides to change the way China watches and understands the game of football,” said Wei.
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