Xiaohongshu agrees sports deals with CCTV, women’s football team

Offline cosmetics pop-up store of Xiaohongshu's "Perfume Museum" at Yuyuan Mall in Shanghai, China. (Photo credit should read Costfoto/Barcroft Media via Getty Images)

Chinese, female-skewed social media and e-commerce platform Xiaohongshu has agreed two significant sports partnerships, with state broadcaster CCTV and the women's national football team.

News website Ecosports.cn reported that the deal with CCTV will see Xiaohongshu get exclusive content from reporters on-the-ground at the upcoming Tokyo Olympics. The content will include interviews with athletes that will tell the stories of their careers and provide behind-the-scenes details of their lives.

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