The Sina Sports division of Chinese internet operator Sina has entered into a strategic partnership with organisers of sailing’s America’s Cup.
Through the partnership, Sina Sports becomes the official digital media partner of the America’s Cup in China.
Chinese audiences will be able to follow every race through expanded America’s Cup coverage that will be made available on Sina Sports, including exclusive interviews, highlights and behind-the-scenes content.
Chinese language commentators will be on site at the America’s Cup World Series – a global series of events in 2016 leading into the finals in Bermuda in May/June 2017 – to provide exclusive interviews of the crew and produce content specifically for Chinese users that will be available on Sina Sports.
“This is a breakthrough agreement for America’s Cup fans in China,” Harvey Schiller, commercial commissioner of the 35th America’s Cup, said. “We can provide more content, in more formats, tailored for a Chinese audience, to satisfy the demand from our existing followers and to bring the America’s Cup to a new generation of Chinese sports fans.”
The latest round of the 2016 America’s Cup World Series took place in Muscat, Oman, at the weekend with UK team Ben Ainslie Racing claiming victory.