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ONE agrees partnership with Douyin

Mixed martial arts promotion ONE Championship has become the latest sports property to agree a deal with Chinese video-sharing social network Douyin.

The two parties will cooperate on brand promotion and content development, and promote the development of the Chinese combat sports industry, Chinese website Sports Money reports.

ONE Championship will use the platform to feature 50 of its fighters and will distribute exclusive content on it, including live content.

Douyin, which is branded as TikTok outside China, has been building a presence in the sports market. Last week, it announced a partnership with LaLiga, the Spanish football league.

TikTok is currently available in more than 150 markets, and in 75 languages. It has a localisation strategy to encourage users to create and interact with content that is culturally relevant.

Update: This story was updated on 30 April 2020 to remove information that Douyin had official partnerships with English Premier League teams Liverpool, Tottenham Hotspur and Arsenal.