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Ski Classics taps into Chinese market with Sina deal

The Sina Sports division of Chinese internet operator Sina has entered into a partnership with the W Sportsmedia agency, which holds media rights for the Ski Classics series of long-distance skiing events.

Under the agreement, Sina Sports will provide coverage of the series across its platforms in the Chinese market.

“We are very excited to bring the Visma Ski Classics into the Chinese market, which brings a lot of new potential viewers and opens up new opportunities to expand the sport of long-distance skiing,” Ski Classics chief executive David Nilsson said. “China is a very important market for us.”

The Ski Classics series comprises 10 races of at least 35 kilometres. Both professional and amateur skiers compete. The 2015-16 championship began in December and will travel to Austria, Italy, Sweden and Norway before concluding in April.