The Sina Sports division of Chinese internet operator Sina has entered into a strategic partnership with mixed martial arts series the Ultimate Fighting Championship.
Terms of the agreement were not disclosed, but Sina Sports will become the UFC’s official digital partner in mainland China.
As well as a Chinese website, Sina Sports will launch a new edition of www.ufc.cn, along with a dedicated platform for mobile devices.
The new platforms will offer video-on-demand content including highlights of UFC fights, special features and content tailored specifically for the Chinese market, including education and training videos.
Ken Berger, executive vice-president and general manager of UFC Asia, said: “China’s sports industry is in the stage of rapid development, and as sport’s most influential new media distribution platform Sina Sports can help broaden the UFC brand in China. More in-depth dissemination and promotion can help us to expand the content and coverage to more users and better serve a loyal fan base in mainland China.”