Sina Sports Becomes Official China Media Partner of Dakar Rally

2016-01-12 10:48:03 GMT2016-01-12 18:48:03(Beijing Time)  SINA English

Dakar Rally to be promoted throughout China through Sina Sports leading digital media platform

12 JANUARY, 2015 - BEIJING, CHINA- Today, Sina Sports, China’s #1 digital sports media platform, and Amaury Sport Organisation, owner of the Dakar Rally, announced they have reached a strategic partnership to provide rally coverage for the Chinese market. With the partnership, Sina Sports becomes an official media partner of the Dakar Rally in China. Throughout the partnership, which covers the ongoing 2016 as well as the 2017 edition, Sina Sports will further boost Dakar Rally’s profile through promotion on its platforms as well as Sina Weibo. Sina Sports will stream daily highlights and other content to its users.

Dakar Rally is an exciting off-road endurance race that features both professional and amateur drivers taking on challenging environments in a cross-country battle to the finish line. The first Dakar Rally was held in 1978, and has been held annually in South America since 2009. The 2016 edition, competitors driving a variety of off-road vehicles including motorbikes, cars, quads, and trucks will make their way aroundArgentina and Bolivia’s harsh terrain through 13 race stages, looping back around to Rosario, Argentina for the final stage held on January 16th.

Throughout the competition, Dakar Rally will provide Sina Sports with daily clips, photos, and reports featuring exciting moments, highlights, and updated results from the rally. The content will be made available in Chinese across Sina Sports’ comprehensive digital media platform, which includes its website, mobile site, and smartphone application. There will also be special content produced profiling Chinese competitors that are participating in this year’s edition. At the same time, Sina Sports will be posting pictures and video content on Dakar Rally’s official Weibo account.

China’s sports industry is going through a period of significant growth, and sports fans are increasingly looking for diversified options. Both parties expressed their enthusiasm and commitment to growing Dakar Rally’s following in China.

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 (, 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


About A.S.O.

Amaury Sport Organisation is a company that owns, designs and organizes top international sporting events. Specialised in the ‘non-stadia’ events, it has in-house knowledge of professions linked to organisation, media and sales of sports events.

A.S.O. organizes 270 days of competition per year, with 70 events in more than 20 countries.

A.S.O. is involved in 5 major sports including cycling with Le Tour de France, motor sports with Le Dakar, golf with the Alstom Open de France, sailing with Le Tour de France à la Voile and mass events with the Schneider Electric Marathon de Paris.

Amaury Sport Organisation is a subsidiary of the Amaury Group, media and sport group that owns the newspaper L’Equipe.


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