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Sina Sports signs with Jiannong Sports in running races

By Chen Yaping 30 Mar 2018

On March 28, Sina Sports signed a strategic cooperation with Beijing Jiannong Sports Goods Company, unveiling Sina Sports’ running event plan for 2018.

Under their deal, the two sides aim to seek online and offline cooperation opportunities to create a self-made IP team-like running festivals and a 5km team running race.

The pair will also make full use of available resources with the goal of realizing a win-win model in team running culture and creative team races.

Sina Sports has plans to update its running channel by boosting major events and live broadcasts as well as establishing an event evaluation system for the public.

With the launch of China’s File No. 46, public fitness has become a focus of the country’s national strategy, which has widely increased the growth of running races in China. Against this backdrop, more Chinese media companies are starting to launch their own self-made event IPs.

As Arthur Wei, Senior Vice President of Sina and General Manager of Sina Sports said, their aim of establishing an event like this is more about engaging residents in large cities, rather than focusing on winning or losing. Wei believes that an event operator needs to being mindful as a sports media company, using scientific data offerings and premium content platforms to connect runners, cities, organizers and partners.

Source: Sohu & Sina

Proofread by William Logsdon

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