2016-01-04 02:49:53 GMT2016-01-04 10:49:53(Beijing Time)  SINA English
Left: Kenneth Berger, UFC Executive Vice President and General Manager Right: Sam Li, Head of Content Acquisitions and Strategic Partnerships of Sina SportsLeft: Kenneth Berger, UFC Executive Vice President and General Manager Right: Sam Li, Head of Content Acquisitions and Strategic Partnerships of Sina Sports

UFC® will reach a larger Chinese audience through the cooperation agreement with SINA Sports

4 January 2016, Beijing, China – The Ultimate Fighting Championship (UFC®) and SINA Sports have reached a long-term strategic agreement, bringing together the world’s premier mixed martial arts organization and China’s largest online sports portal. With the partnership, SINA Sports becomes an “Official Digital Media Partner of the UFC” and the “Official UFC Community” in China. As part of the strategic cooperation, SINA Sports will live stream in mainland China UFC® live events that include Chinese fighters as they compete in the Octagon against the best athletes in the world. SINA Sports will also re-launch the UFC® China website, www.ufc.cn, in accordance with the strategic partnership. Chinese UFC® fans can expect to find new features as well as broader and more frequently updated content on the revamped website.

Every year, UFC® holds over 40 domestic and international events featuring the best fighters from around the world. UFC® Champions like Conor McGregor and rising stars such as Sage Northcutt have become icons of the sport, and original programming such as “The Ultimate Fighter” has taken off with huge success. Recently, UFC® has seen huge interest in its women’s divisions, with athletes such as Ronda Rousey and Holly Holm making headlines, attracting new audiences and captivating fans all over the globe.

At present, UFC® events are broadcast live in 150 different countries and territories. As a result of the partnership,SINA Sports will secure live broadcasting rights for UFC events that feature Chinese fighters. Other highlights and features from UFC events around the world will be made available via video-on-demand on ufc.cn. The new website will also include new features and expanded content that will give fans a deeper, more engaging experience, including videos, exclusive pictures, columns, fighter profiles, fan interaction forums, and more. For the first time, ufc.cn will also be optimized for mobile as m.ufc.cn.

SINA also has plans to co-produce unique UFC content exclusively for the Chinese market, including educational and training videos. Furthermore, UFC® will exchange content to be “live-tweeted” on SINA Weibo, China’s twitter-like platform, during UFC bouts. Both parties have agreed to work together to provide more diverse reporting around UFC® events, and plan to co-organize offline events in China, to increase UFC®’s influence in the Chinese market.

“China’s domestic sports industry is clearly booming,” said Kenneth Berger, UFC® Executive Vice President and General Manager. “We felt that SINA Sports was a great fit for the UFC® brand and would contribute greatly to our effort to expand our content and coverage to the large and loyal fan base across Mainland China.”

Arthur Wei, Senior Vice President of SINA and General Manager of SINA Sports expressed his enthusiasm for the partnership. “Our strategic cooperation with UFC® will not only influence the domestic following of UFC®, but also it is an important opportunity for domestic Chinese sports media to expand their coverage of UFC® events. The influx of high-quality, content-rich Chinese reporting and the engagement of a new, growing Chinese fan base will no doubt add fuel to the fire of UFC®’s prowess in the world of sports. As this partnership demonstrates, both UFC® and SINA Sports are committed to expand UFC®’s profile and fan base in China. Enhanced coverage and content available on the SINA platform and on ufc.cn will go a long way to achieving these aims.”

About UFC®

UFC® is the premier mixed martial arts (MMA) organization and largest Pay-Per-View event provider in the world. Headquartered in Las Vegas with offices in London, Toronto, Singapore and Sao Paulo, UFC produces more than 40 live events annually that consistently sell out some of the most prestigious arenas around the globe. UFC programming is broadcast in 158 countries and territories to over one billion TV households worldwide in 21 different languages. The UFC has a multi-year broadcast agreement with FOX in the U.S., which annually includes four live events broadcast on the FOX network, as well as The Ultimate Fighter® reality television show and thousands of hours of programming on FOX Sports 1 and FOX Sports 2. In 2014, UFC launched UFC FIGHT PASS®, a digital subscription service that is available throughout the world with exclusive live events, thousands of fights on-demand and original content. The UFC organization also licenses over 100 UFC GYM® locations, and owns UFC.TV® (offering live event broadcasts and video on-demand around the world), UFC FIT® (an in-home fitness and nutrition program), UFC Magazine, and has a videogame franchise with EA SPORTS, UFC Fight Club®, UFC Fan Expo®, UFC branded apparel, DVDs and Blu-rays and Topps Trading Cards. For more information, visit UFC.com and follow UFC at Facebook.com/UFC, Twitter and Instagram: @UFC.

Press Contact for UFC:

Daniel Tan

Public Relations Manager (Asia)

Cell: +65 9651 5292

Email: dtan@ufc.com

About SINA Sports

SINA Sports is the #1 destination for sports fans in China. Established in 1998, SINA Sports was the first ever online sports platform in China. We offer fans a diversified platform to access the sports news and games they care about, including on the web (sports.sina.com.cn), via mobile, and on the SINA Sports App. Our licensing portfolio consists of over 90 sports properties including the European Champions League, English Premier League, AFC Champions League, WTA Zhuhai, NFL, PGA tour, etc. We are truly the place that sports fans in China seek to not only watch sports matches, but continue the conversation and access sports news well after the matches are done. For more information, please follow us on Twitter (@SinasportsChina) and LinkedIN (Sina Sports).

For media inquiries, please contact:

Dan Redford

SINA Sports, Beijing, China

Phone: (010) 6267 - 5554

Email: sports_ip@sina.com


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