Sina Sports is a Chinese digital

sports media Sports journalism is a form of writing that reports on matters pertaining to sporting topics and competitions. Sports journalism started in the early 1800s when it was targeted to the social elite and transitioned into an integral part of the n ...

platform that provides live sporting events, highlights, news, discussion forums and other related sports content, primarily targeted at Chinese communities around the world. It is a subsidiary of Chinese internet company

Sina.com Sina Corporation (, "new wave") is a Chinese technology company. Sina operates four major business lines: Sina Weibo, Sina Mobile, Sina Online, and Sinanet. Sina has over 100 million registered users worldwide. Sina was recognized by '' South ...

and was established in 1998 as China's first online sports platform. The platform operates an online website, mobile website, and mobile app, all of which are only available in the

Chinese language Chinese (, especially when referring to written Chinese) is a group of languages spoken natively by the ethnic Han Chinese majority and many minority ethnic groups in Greater China. About 1.3 billion people (or approximately 16% of the wor ...

. The mobile is available for iOS and Android devices. The platform also operates multiple verified SINA Weibo accounts including @新浪体育(@SINASports), @新浪体育视频(@SINASportsVideo), and others, collectively garnering over 20 million Weibo followers.

History

In 1998, Chinese Internet company SRSNet (四通利方) built and operated the official Chinese language online portal for the

1998 FIFA World Cup The 1998 FIFA World Cup was the 16th FIFA World Cup, the football world championship for men's national teams. The finals tournament was held in France from 10 June to 12 July 1998. The country was chosen as the host nation by FIFA for the ...

. Later that year, SRSNet acquired Hua Yuan Online and changed the name to Sina.com, and the sports platform became known as SINA Sports. From the beginning, Chinese sports fans quickly adopted the platform as a preferred way to access sports around the world. SINA Sports has had the following milestones including: * Official online website in China for FIFA 1998 * Official online partner in China for the 2000 Sydney Olympics * Exclusive Internet partner for the Chinese soccer team for FIFA 2002 * Official Internet partner for the Athens 2004 Olympics * Exclusive Internet partner in China for the 2008 Eurocup * First to provide live-streaming feed for the 2010 World Cup in South Africa

Programming

Live Online Broadcasting Rights (

Mainland China "Mainland China" is a geopolitical term defined as the territory governed by the People's Republic of China (including islands like Hainan or Chongming), excluding dependent territories of the PRC, and other territories within Greater China. ...

) as of November 2015:

European Football

SINA sports holds the live broadcasting rights for

UEFA Champions League The UEFA Champions League (abbreviated as UCL, or sometimes, UEFA CL) is an annual club football competition organised by the Union of European Football Associations (UEFA) and contested by top-division European clubs, deciding the competit ...

AFC Champions League The AFC Champions League (abbreviated as ACL) is an annual continental club football competition organised by the Asian Football Confederation, and contested by Asia's top-division football clubs. It is the most prestigious club competition ...

Premier League The Premier League (legal name: The Football Association Premier League Limited) is the highest level of the men's English football league system. Contested by 20 clubs, it operates on a system of promotion and relegation with the English Foo ...

, and

Bundesliga The Bundesliga (; ), sometimes referred to as the Fußball-Bundesliga () or 1. Bundesliga (), is a professional association football league in Germany. At the top of the German football league system, the Bundesliga is Germany's primary footba ...

games.

Domestic Football

SINA Sports holds the rights to broadcast

Chinese Super League The Chinese Football Association Super League, commonly known as Chinese Super League or CSL, currently known as the China Ping An Chinese Football Association Super League for sponsorship reasons, is the highest tier of professional football in ...

games.

Tennis

SINA Sports broadcasts the WTA Zhuhai, the China Open and

International Premier Tennis League The International Premier Tennis League (IPTL, officially the Coca-Cola International Premier Tennis League Presented by Qatar Airways pursuant to sponsorship agreements with The Coca-Cola Company and Qatar Airways) was an annual team tennis leagu ...

. It is also a partner of the

Australian Open The Australian Open is a tennis tournament held annually at Melbourne Park in Melbourne, Australia. The tournament is the first of the four Grand Slam tennis events held each year, preceding the French Open, Wimbledon, and the US Open. Th ...

Golf

SINA Sports holds the live broadcasting rights for the

PGA Tour The PGA Tour (stylized in all capital letters as PGA TOUR by its officials) is the organizer of professional golf tours in the United States and North America. It organizes most of the events on the flagship annual series of tournaments also k ...

and

the Masters The Masters Tournament (usually referred to as simply The Masters, or the U.S. Masters outside North America) is one of the four major championships in professional golf. Scheduled for the first full week of April, the Masters is the first maj ...

Others

Other rights include MUTV,

UFC The Ultimate Fighting Championship (UFC) is an American mixed martial arts (MMA) promotion company based in Las Vegas, Nevada. It is owned and operated by Zuffa, a wholly owned subsidiary of Endeavor Group Holdings. It is the largest MMA ...

, NFL,

Dakar Rally The Dakar Rally (or simply "The Dakar"; formerly known as the "Paris–Dakar Rally") is an annual rally raid organised by the Amaury Sport Organisation. Most events since the inception in 1978 were staged from Paris, France, to Dakar, Senegal, ...

and the

Royal Ascot Ascot Racecourse ("ascot" pronounced , often pronounced ) is a dual-purpose British racecourse, located in Ascot, Berkshire, England, which is used for thoroughbred horse racing. It hosts 13 of Britain's 36 annual Flat Group 1 horse races and ...

Recent Notable Campaigns

SINA Sports has developed many partnerships with international athletes.

Guest commentator program

Sina Sports signed several football personalities including

Carlo Ancelotti Carlo Ancelotti , (born 10 June 1959) is an Italian professional football manager and former player who is the manager of La Liga club Real Madrid. Regarded as one of the greatest managers of all time, Ancelotti is the most decorated manager ...

Eden Hazard Eden Michael Walter Hazard (born 7 January 1991) is a Belgian professional footballer who plays as a winger or attacking midfielder for La Liga club Real Madrid. Known for his creativity, dribbling, passing and vision, Hazard is considered o ...

Gary Neville Gary Alexander Neville (born 18 February 1975) is an English football pundit and former player. He is also a co-owner of English Football League club Salford City. After retiring from football in 2011, Neville went into punditry and was a comm ...

and

Michael Owen Michael James Owen (born 14 December 1979) is an English former professional footballer who played as a striker for Liverpool, Real Madrid, Newcastle United, Manchester United and Stoke City, as well as for the England national team. Since r ...

to its guest commentator program to provide written columns and video analysis of the latest hot topics around European soccer as well as regular interaction with Chinese fans.

Kobe Bryant commentates NBA Championship live in China

For game 3 of the 2015 NBA Finals, SINA Sports arranged for

Los Angeles Lakers The Los Angeles Lakers are an American professional basketball team based in Los Angeles. The Lakers compete in the National Basketball Association (NBA) as a member of the league's Western Conference Pacific Division. The Lakers play their ...

player

Kobe Bryant Kobe Bean Bryant ( ; August 23, 1978 – January 26, 2020) was an American professional basketball player. A shooting guard, he spent his entire 20-year career with the Los Angeles Lakers in the National Basketball Association (NBA). Widely r ...

to commentate the game live for Chinese fans, which was streamed on the online and mobile sites. Kobe has his own SINA weibo account, which at the time had 3.5 million followers, sent out three messages during the game which garnered 9,347 comments. Overall, SINA reported 57 million unique views and 74,000 messages related to Kobe's commentating program were recorded on SINA Weibo.

References

External links

* {{Official website, http://sports.sina.com.cn/ Sina Corp Chinese sport websites Online companies of China Internet streaming services Companies based in Beijing Chinese brands