The Ultimate Fighting Championship (UFC) has entered into a long-term strategic agreement with Chinese online sports portal Sina Sports.
As the MMA promotion’s official digital media partner and the official UFC community in China, Sina Sports will live stream UFC events that include Chinese fighters across the country.
Sina Sports will also be responsible for re-launching the UFC’s official Chinese website, which will provide on-demand content including videos, images, columns, fighter profiles and fan forums.
Sina also plans to co-produce UFC content exclusively for the Chinese market, including educational and training videos, and assist the UFC in organizing events and pushing content to Chinese audiences via social media.
“China’s domestic sports industry is clearly booming,” Kenneth Berger, the UFC’s executive vice president and general manager, said in a statement.
“We felt that Sina Sports was a great fit for the UFC brand and would contribute greatly to our effort to expand our content and coverage to the large and loyal fan base across mainland China.”