China’s sports portal website, Sina Sports, announced today that it has reached a partnership with legendary goalkeeper Peter Schmeichel to be the next European football icon on its original web series, “Protalk China.”

The deal makes Schmeichel the newest member to the program, joining Chelsea superstar Eden Hazard, revered manager Carlo Ancelotti, and fellow Manchester United legends Gary Neville and Michael Owen.

With the announcement, Sina Sports becomes the “Official Digital Media Partner of Peter Schmeichel” in China. 

As one of the stars of Protalk China, Schmeichel will receive his own channel on Sina Sports, and along with his other counterparts, provide exclusive interviews and commentary to Sina Sports users on a weekly basis.

“I was very focused on growing my connection with fans in China, and partnering with Sina Sports on this program is a perfect opportunity for me,” said Schmeichel. “There are clearly exciting things happening in the Chinese sports industry, particularly in football, and I look forward to being a significant part of it.”

“We are very proud of the success of Protalk China, and it is an honor to have Peter Schmeichel as our newest star,” said Arthur Wei, Senior Vice President of Sina.com and General Manager of Sina Sports. “Mr. Schmeichel is a perfect fit to this lineup. He will give a new perspective to fans, helping us to achieve the goal of providing fans with a comprehensive, deep impacting program they cannot get anywhere else in China.”

Launched in September 2015, Protalk China is primarily marketed to Chinese audiences featuring European football legends. The original series is an important part of Sina Sports’ initiative to provide Chinese sports fans with deeper content that brings them closer to the game.

Source: Sina Sports