Chinese search engine Baidu has announced a strategic partnership with UK-based sports media company Perform Group. This deal will see the pair launch a football information portal goal.baidu.com, as part of the partnership between Baidu and Goal.com, a Perform-owned digital football brand.

The two sides will set up an editorial team to work with Goal’s 500 journalists around the world, to publish football content. Chinese football fans will be able to read Goal’s coverage of the big clubs and star players as well as reports about the Chinese Super League.

The new portal’s live football business will be supported by Perform’s sports data arm Opta. Baidu’s online lottery subsidiary Beijing Lehecai will be responsible for the operation of online advertising sales and marketing activities.

In addition to this, Lehecai is set to partner with Goal Studios, Perform’s digital football agency, to activate Goal’s global partnerships, including Nissan and Toyota. This will help to connect Chinese brands, clubs and rights-holders with international football fans.

As Li Huan, Lehecai CEO commented: “Our strategic co-operation with Goal will broaden horizons for hundreds of millions of China’s football fans with quality exclusive content integrated globally. Meanwhile, with accumulating core users interested in football content and lottery services, we are looking forward to perfecting the business segments of the Baidu Lottery.”

Jacopo Tonoli, Perform Group CCO said, “Our collaboration with Baidu demonstrates our ambition. The timing couldn’t be more appropriate. With the surge of interest in the Chinese Super League, we are delighted to have a partner who shares our vision.”

Source: SportTechie