Beijing-based media company China Sports Media has agreed a four-year production and distribution deal with the Chinese Football Association.
The Caixin.com website said the deal has been signed as one of the first measures under a drive by the Chinese government to enhance football’s standing in the country.
Among these changes was the introduction of a bidding process for the allocation of CFA broadcast rights, with state broadcaster CCTV having previously held the contract picked up by CSM.
CSM is a subsidiary of China Media Capital, a private equity fund that focuses on the culture and media sectors. It will produce and distribute video content for games involving the national teams in China and abroad. The rights include the men's and women's senior teams and their junior squads.
Caixin.com said 14 companies, including CCTV, were involved in the bidding process. CSM’s executive director, Li Yidong, said the company is already in talks with CCTV and other broadcasters about airing the games involving China’s national teams.
CSM currently holds similar rights to the Chinese Super League, the top division of football in China, and continental club competition the Asian Champions League.