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Tencent extends Tour de France partnership

Chinese internet company Tencent has extended its rights deal for the Tour de France cycling event.

The new one-year deal with Amaury Sport Organisation, operator of the Tour, is for the 2018 race.

Tencent Sports will serve as the official digital media partner of the Tour in China having also held rights for last year’s event.

Tencent will live stream the Tour across multiple platforms, while also providing on-demand content and additional shoulder programming.

Tencent said it will upgrade its presentation for this year’s Tour adding features such as expert analysis from former riders.

ASO’s deal with Tencent comes after it this week extended its television rights contract with Chinese state broadcaster CCTV through to 2021.

The 2018 Tour de France commences on Saturday, with the Grand Départ being held in the Vendée department of France.