Chinese internet operator Sina has entered into a strategic partnership with the International Table Tennis Federation (ITTF).
Under the agreement, Sina Sports will serve as the official media partner of the cn.ITTF.com website. The ITTF will in return benefit from exposure across the Sina Weibo social media platform.
Sina’s Weibo Sports division has also been named as the official Chinese social media partner of the ITTF’s 2017 World Championships, which conclude later today (Monday) in the German city of Dusseldorf.
Throughout the tournament, the ITTF and Weibo Sports have provided result updates, exclusive photos and behind-the-scenes content for fans.
Sam Li, head of content acquisition and strategic partnership for Sina Sports, said: “In the last two years, we have entered into strategic partnerships with more than 30 leagues and federations to allow fans to more easily access their favourite sports as well as explore new sports being introduced to China.”