Sina Sports to boost Dakar Rally’s profile in China

The Sina Sports division of Chinese internet operator Sina has agreed a deal with Dakar Rally organiser Amaury Sport Organisation to become an official media partner of the endurance motorsport event in China.

The agreement covers the 2016 Dakar Rally currently taking place in Argentina and Bolivia, along with the 2017 event.

Throughout the competition, Dakar Rally will provide Sina Sports with daily video clips, photos, and reports from the event, which concludes this year in the Argentinian city of Rosario on January 16. The content will be made available in Chinese across Sina Sports’ digital media platform, which includes its website, mobile site, and smartphone application.

There will also be special content produced profiling Chinese competitors that are participating in this year’s edition. Sina Sports will post pictures and video content on Dakar Rally’s official account on social media platform Sina Weibo.

Sina Sports said in a statement: “China’s sports industry is going through a period of significant growth, and sports fans are increasingly looking for diversified options. Both parties expressed their enthusiasm and commitment to growing Dakar Rally’s following in China.”