The International Canoe Federation announced Monday that it will launch an OTT channel in China with the aim of reaching younger viewers.
The ICF has instructed Lausanne-based H&A Media to help with the launch and to produce the channel, while Chinese live-streaming platform Huya TV will host.
Events will include canoe marathon, stand-up paddling, dragon boat and canoe slalom set to take place in China over the next 18 months.
The new OTT channel will include local-language commentary and broadcast the 2019 ICF Canoe Sprint World Championships in Hungary starting on August 23 as its inaugural event. It will also broadcast the Canoe Sprint Super Cup, Canoe Slalom World Championships and Stand Up Paddling World Championships.
ICF secretary general Simon Toulson highlighted China’s growing importance to the ICF and said that the OTT launch would allow the governing body to “take our sport to the next generation of local athletes”.
Huya TV has historically favoured esports content over traditional sports, amassing a youthful audience as a result.