Sina Sports Refresh the Partnership with the Masters for Digital Broadcast Rights

2019-03-28 09:50:05 GMT2019-03-28 17:50:05(Beijing Time) Sina English

March 28th, 2019. BEIJING - Sina Sports renewed the partnership with the Masters this year for the digital broadcast rights of the tournament from April 8 to April 14 in Augusta, Georgia. The 2019 Masters will be the 83rd edition of the Masters to be held from April 11–14, 2019 at the Augusta National Golf Club in Augusta, Georgia.

2019 marks the 2nd year for Chinese player, Li Haotong joining the Masters two years in a row with the highest record as the 38th world ranking golfer. Chinese fans are anticipating for the performance of the rising star throughout the tournament.

The Masters broadcast will be available in both English and Chinese commentaries. This will be the seventh consecutive year for Sina Sports to stream the Masters live. The coverage includes Masters On The Range, Featured Groups, Amen Corner, and Holes of 15 and 16. Viewers will be provided with multi-camera views of the entire 7-day golf tournament. Furthermore, Sina Golf channel will also provide the live broadcast, video-on-demand, players’ interviews, news report, rankings and statistics of the tournament to create the best watching experiences for its viewers.

During the tournament, lucky draws will be available on Sina Sports website and Sina Golf’s Weibo with the giveaways such as premium golf clubs, golf balls, golf bags and many other exclusive merchandises.

It was 18 years ago when Sina Sports first partnered with the Masters. Since 2000, the partnership has generated over 10k of news reports, 500 million topic views, more than 1000 hours of broadcast, covered 40 million users and exceeded 150 million of video views.

Below are the milestones of Sina Sports with the Masters Tournament:

2000: Sina Sports reported on the Masters for the first time;

2004: Sina Sports provided exclusive coverage on Chinese golfer, Zhang Lianwei;

2005: Sina Sports launched game highlights report;

2006: Sina Sports started the fans interactions with lucky draw;

2007: Sina Sports established live streaming of Par-3 Contest

2008: Sina Sports sent reporting crew to the frontline for the first-hand updates in partnership with Rolex;

2010: Sina Sports started to interact with fans through Masters’ official Weibo;

2011: Sina Sports was the first digital media to obtain official media credentials;

2013: Sina Sports reached an official partnership with The Masters and established the official Chinese website and opened the official Weibo account of The Masters;

2015: Sina Sports created the trending topic #weawaityouinaugusta.

2016: Sina Sports broadcast the 7-day Masters Tournament with 6 channels

2017: Sina Sports started Weibo live streaming of the tournament, introduced the topic #2017themasters with 17 million of topic views.

2018: Sina Sports live streamed on Weibo the Masters with some of the best golf commentators in China, and reached the highest video views on Weibo since covering the tournament.

Sina Sports recently has secured a long-term partnership with European Tour for the exclusive digital broadcast rights to all European Tour events, and also renewed the long-term strategic relationship with the PGA TOUR, which will continue to bring to Chinese fans full highlights and special video content This partnership with the Masters reinforces Sina Golf’s position as the authoritative source for golf news, information, and content in China. Over the last twenty years, Sina Golf has established a reputation for providing the most professional and comprehensive Chinese golf coverage available, created and managed by the most experienced team of golf reporters and editors in China.

With its experience and expertise, Sina Golf is second to none when it comes to reaching China’s golf community. Sina Golf is the most followed golf-related account on Weibo with over 1.3 million followers. Sina Golf has generated over 10k of news reports, 500 million topic views, more than 1000 hours of broadcast, and covered 40 million users in the past 20 years.

Weibo is the most active social platform among sports fans, as well as the most effective promotional tool for sports in China. With over 462 million monthly users and 200 million daily active users, Weibo is China’s best social media platform for exposure for brands.

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, offering fans a diversified platform to access the sports news and games they care about, including a website (, via mobile, and on the Sina Sports mobile app.

Since 2015, Sina Sports has expanded its business to creating its own offline sporting events including Asia’s largest FIBA-certified Sina 3X3 Golden League basketball tournament, and Sina 5X5 Golden League, the leading futsal tournament in China. The growing portfolio of events also include Sina Cup Junior Ice Hockey Competition, Sina Future Star Equestrian Competition, Sina Cup Alpine Skiing, and Sina China Bodybuilding and Fitness Competition.

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