Sina Sports Enters into Strategic Collaboration with the Australian Open

2016-01-19 05:17:59 GMT2016-01-19 13:17:59(Beijing Time)  SINA English

The Grand Slam of the Asia-Pacific to reach more Chinese fans through a new agreement

19 JANUARY, 2016 - BEIJING, CHINA – Sina Sports has entered into an official strategic collaboration with Tennis Australia for the Australian Open. At the beginning of the tournament, Sina Sports unveiled the “Official Mandarin Language Destination of the Australian Open” on its leading Chinese digital sports platform. The web address for the destination on Sina Sports is A wide range of content will be available in Chinese, and will give Chinese fans substantially more access to the tournament than ever before. A host of special features will be made available only on the official site, including match highlights, a live streaming feed of a Chinese scoreboard, player interviews, and exciting content from the matches directed specifically at Sina Sports users in China. The destination is the result of a multi-year deal with Tennis Australia, which holds the broadcasting and marketing rights to the Grand Slam tournament.

In the last few years, tennis has been growing in popularity among Chinese fans. It is one of the most watched sports in China, alongside basketball and soccer. The rise of China’s most famous tennis star, Li Na, spurred on tremendous growth for the sport in China. It was at the 2010 Australian Open that Li Na, along with fellow Chinese player Zheng Jie, made it to the final four, the first ever final four berths for Chinese players at a Grand Slam tournament. Li Na broke into the final rounds a total of three times, finally taking the championship in the 2014 Australian Open. The world’s biggest tennis stars including Novak Djokovic, Maria Sharapova, Roger Federer, Serena Williams, and Rafael Nadal have become household names throughout China.

The collaboration with Tennis Australia is aimed to increase the exposure even further of the Australian Open, reaching more fans and consumers in China. In addition to the website, Sina Sports will promote the Australian Open throughout its far-reaching online platform, including special posts on multiple Sina Weibo microblogging channels. The collaboration is the latest in a series of creative partnerships undertaken by Sina Sports to develop foreign sports brands and events in China. Earlier this month, Sina Sports announced an extensive partnership with the UFC and launched UFC’s revamped official Chinese website. Last year, Sina Sports also became the exclusive broadcaster in China for International Premier Tennis League matches through 2016.

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. We license and partner with over 90 sports properties including the European Champions League, English Premier League, AFC Champions League, WTA Zhuhai, NFL, UFC, MUTV, Dakar Rally, 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


Editor: Zhao Wei
Add Comment