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Goal scores partnership with Sina Sports to bolster presence in China

Football media brand Goal has netted a two-year partnership with Chinese sports platform Sina Sports.

As part of the partnership, Goal will work with Sina to develop and amplify Goal’s presence across Weibo, a Chinese social media platform. It will also cover the Chinese Super League.

Goal will also become the official media partner for Sina’s 5x5 Golden League futsal competition. As well as covering the tournament, DAZN Group will hold third-party sponsorship rights.

Goal’s presence on Sina Sports will further bolster its existing Chinese language edition of Goal, as well as its partnership with China’s largest search engine, Baidu.

James Peel, executive vice president media APAC at DAZN Group, said, “The expansion of our relationship with Sina coincides with the growth of football in China. With 70% of Chinese football fans now following more than one European team and 76 major European clubs having an active digital presence in China, Goal’s growing domestic profile is ideally placed to engage with these fans.

Peel said: “Our new agreement with Sina strengthens our strategy of delivering our content to China’s largest digital platforms. This cross-platform approach will offer brands and advertisers the ideal environment to engage with Chinese Football fans.”

Featured by The Drum

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