Sina expands NBA partnership

Chinese internet operator Sina, owner of the Weibo microblogging service, has expanded its partnership with North American basketball league the NBA to include live video content on the social network and the company’s mobile platform.

The Shanghai Daily newspaper said the enhanced partnership will focus on the three areas of mobile broadcasting, community interaction and live video.

Sina becomes the first company to offer Chinese viewers access to NBA games via desktop computers, smart phone applications and a social networking platform.

“By offering a cross-platform and one-stop service for NBA fans, we hope to consolidate a leading position in the sports segment in China,” Sina chairman and chief executive Charles Chao said.

Sina is the NBA’s official internet partner in China and first signed a deal with the league in 2010.