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Bundesliga signs 5-year exclusive media partnership with PP Sports

By Andrea Huang 10 Jul 2018

The German Bundesliga has signed a 5-year exclusive media partnership for Mainland China with the Chinese digital media platform PP Sports. The partnership was announced on July 10 at a strategic partnership launch ceremony held in Beijing. 

PP Sports becomes the official broadcaster of the Bundesliga in Mainland China for 2018-2023, holding exclusive rights to broadcast league matches on TV, Internet, digital and OTT and has the exclusive rights to distribute these rights over these channels. 

In addition to holding the broadcasting rights across all channels, PP Sports also receives the rights to jointly produce original Bundesliga programmes and documentaries with the league. 

PP Sports will also function as a partner in organizing visits from Bundesliga legends to China and Bundesliga trophy tours in China. Additionally, as the partnership develops, the Bundesliga plans to start collaborations with PP Sports’ parent company, Suning, in developing junior football coaching. 

This is the first time in the history of the Bundesliga to give the exclusive broadcasting rights across all media platforms in a region to a Chinese digital media company. The addition of the Bundesliga rights also makes PP Sports one of the most powerful digital platforms in China holding the most football rights. For example, they currently hold the broadcasting rights to the Chinese Super League, AFC Champions League, China national teams, English Premier League and Bundesliga. 

PP Sports have revealed that under this partnership, the two parties are likely to secure a deal with CCTV again to broadcast Bundesliga games for the upcoming new season. PP Sports will also combine advantages gained from this partnership with its existing paid member packages and services, such as richer content and immersive services. It also plans to link the partnership with Suning’s e-commerce business in the future. 

Source: Yutang Sports

Proofread by Raymond Fitzpatrick

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