After signing a major deal with Manchester United FC MUTV last year, Sina Sports announced that it has reached long-term strategic relationships with the PGA Tour and the LPGA (Ladies Professional Golf Association).
The deal sees China’s leading digital sports media platform securing full highlights and special video content including player interviews, behind-the-scenes footage, tournament recaps, and more throughout the tour calendar.
The PGA Tour is the organizer of the main professional golf tours, played primarily by men in the United States and North America. With this, Sina Sports now dominates the Chinese realm in terms of providing content to sports fan having partners, with over 90 sports properties
Sam Li, head of content acquisition and strategic partnerships at Sina Sports, said: "We want to increase the exposure of golf to our sports fans. Now consumption of sports is becoming more and more fragmented and we will receive highlights to all stops of both the PGA Tour and the LPGA, which will allow us to expose more golf fans, and especially potential fans, to the best moments of golf year-round. Using both the Sina Sports digital media platform and the Weibo social media platform, we can help our partners and golf in general expand in China."
China has shut down nearly 100 golf courses in the recent years but Li said the sport was being well recieved in China: "Golf is a sport that is increasingly receiving positive attention in China, from Feng Shanshan getting the bronze medal at Rio Olympics, to the amateur Jin Cheng making it to the Masters last year. We want to help all sports, not just golf, grow in China. We believe the sports industry still has much room to grow here and we are glad to assist all sports with their developments in China."
Launched in 2003, Sina Golf has become one of the most established golf news sources in China. Sina Golf provides coverage and analysis for the important events and moments throughout the golfing year, and is also the home for the official Chinese websites of the Masters, the LPGA, and the Asian Tour.
Video content from the ongoing 2017 PGA TOUR and LPGA seasons is already available on Sina Sports. As part of the relationships, the LPGA, PGA TOUR and Sina Sports will work together to further promote the content and the game of golf through special interaction on Sina Weibo between each party’s respective official Sina Weibo accounts. Furthermore, Sina Golf will continue to serve as the official Chinese website of the LPGA.