Le Sports, which is operated by Chinese internet company LeEco, has unveiled plans for a “revolutionary” watch-and-buy service to complement its coverage of the Chinese Super League, the top division of domestic football.
Le Sports will launch a shopping service covering the CSL and other sports through its Super TV platform today (Friday), tying in with the opening game of the 2016 CSL season. The service will allow viewers to purchase officially licensed products while they are watching a live match.
“This is the first time that we will provide live shopping services on television and internet platforms,” Le Sports chief executive Zhenjian Lei said, according to the Yutang Sports website. “It is both technically and commercially revolutionary and is going to bring about great changes in the e-commerce industry.”
Le Sports last week confirmed a wide-ranging strategic partnership with agency China Sports Media, also known as Ti’ao Dongli, headlined by exclusive broadcast rights in a number of markets to the CSL.
The five-season rights deal runs from 2016 to 2020. Le Sports will live stream CSL matches in mainland China; Hong Kong, Macau and Taiwan; the US and Canada, and “much of” Southeast Asia. In September, Ti’ao Dongli acquired the domestic broadcast and production rights to the Super League from 2016 to 2020.