China Media Capital (CMC) alongside its Ti’ao Power jointly announced the investment into EUMEDIA, the exclusive agency to run the China University Football League (CUFL).

The deal, with undisclosed terms, will mark CMC and Ti’ao Power, which has acquired the broadcast rights of CSL with RMB8b, deepen their presences in Chinese soccer.

“We’ve been enlightened by the cases of mature international sports markets that collegiate events are key part and big asset of the entire sports industry”, said Ruigang Lee, Chairman of CMC.

“Investing the CUFL plays an important role in our strategic choices to continuously take part in the marketization course of Chinese sports industry”.

CMC has spent heavily in Chinese soccer in recent years particularly with eye-catching deals to seal the rights to broadcast both games of Team China and Chinese top tier soccer league, CSL.

The CUFL, launched in 2000, will see the number of participating colleges increase to 800+ from 529 in this season which starts from October 2015 to July 2016.

Source: Sina