The Sina Sports division of Chinese internet operator Sina has acquired rights to broadcast MUTV, the in-house television channel of English Premier League football club Manchester United.
MUTV will be made available via Sina Sports’ websites and mobile application. The partnership marks the first time a club-dedicated channel has been made available to viewers in China.
The 24-hour MUTV channel broadcasts as-live match coverage, highlights packages, press conferences, interviews and behind-the-scenes content.
“The club works tirelessly on new and (innovative) ways in which we can engage with our fans and this is a classic example of how our commercial partnerships allow us to do this,” Richard Arnold, Manchester United group managing director, said. “MUTV broadcasting in China is not only a first for Manchester United, but also a first for any 24/7 dedicated Premier League club channel.”
Sina Sports’ senior vice-president and general manager, Arthur Wei, added: “We anticipate this will make great strides to change the way China watches and understands the game of football.”