China’s Sina Sports has announced a strategic partnership with the America’s Cup, the oldest international sporting trophy.

Under the agreements, Sina Sports becomes the official digital media partner of America’s Cup in China. It will enable Chinese audiences to follow extended coverage of America’s Cup sailing races, including “exclusive interviews, articles, pictures, highlights, behind-the-scenes content”, according to the announcement.

Sina Sports will also provide Chinese language commentary to Chinese audience during the Louis Vuitton America’s Cup World Series events.
Chinese audiences will be able to follow every race through expanded America’s Cup coverage that will be made available on Sina Sports, including exclusive interviews, articles, pictures, highlights, behind-the-scenes content, and more.

Harvey Schiller, the Commercial Commissioner of the 35th America’s Cup, said “This is a breakthrough agreement for America’s Cup fans in China.” “We can provide more content, in more formats, tailored for a Chinese audience, to satisfy the demand from our existing followers and to bring the America’s Cup to a new generation of Chinese sports fans.”

Source: Sina Sports