The German Football League (DFL) has entered into a strategic partnership with Baidu, through which the top-tier Bundesliga competition will have an official presence on the network of the Chinese web services company.
The deal, which the Bundesliga claims is the first of its kind for a European football league, will result in the DFL and Baidu driving Bundesliga’s digital presence in China.
The partnership will focus on delivering premium Bundesliga content, which will be supplemented by other digital product offerings from the Baidu network.
Susanne Timosci, director of interactive media at the DFL, said: “With a China-wide coverage level of over 97 per cent, as well as the comprehensive product portfolio with numerous social-marketing tools, Baidu is a further important strategic partner for the Bundesliga."