Staff Reporters
Sep 9, 2010

Youku to broadcast Premier League live in China

BEIJING – Youku, a video-sharing website based in Beijing, has cemented the rights to broadcast the British Premier League 2010/ 11 football season in China.

Youku to broadcast Premier League live in China

Youku has set up a dedicated site Sports.youku.com/2010yingchao to host live feeds of 10 football matches every week as well as on-demand videos. The site will also feature 70-minute highlight reels, goal highlights and behind-the-scenes footage plus dedicated pages sectioned out to clubs including Manchester United, Arsenal, Liverpool and Chelsea.

Live broadcasting of the Premier League has been absent in China for the past three years following issues over the rights. News coverage of football matches were also limited and not up-to-date.

"This is an unprecedented partnership," said Youku chief editor Zhu Xiangyang. He also stated that Youku has invested in additional bandwidth resources to "ensure a viewing experience that's far, far beyond anything else out there."

Youku also secured the rights for the World Cup 2010 from FIFA and CCTV and Wimbledon 2010 from ESPN Star earlier this year.

Source:
Campaign China

Related Articles

Just Published

1 hour ago

Should brands try to be 'besties' with GenZ?

Pandering to GenZ by ‘meme-jacking’ will not help brands if they do not compensate and credit creators, says Bob Gold & Associates’ Albert Heape

2 hours ago

BBC launches review of $76 million media planning ...

Incumbent Havas Media Network has handled the account ever since 2015.

3 hours ago

The Oscars 2025: Who will win the film poster review?

AML Group creatives Lizzie Hutchison and Stephen O’Neill discuss the highs (and lows) of posters for this year’s Best Picture nominees at the Oscars.

14 hours ago

Ramadan 2025: How Indonesians plan to spend, save, ...

Despite economic jitters, nearly half of Indonesians plan to give more to charity this Ramadan, with mosques remaining the top destination for Zakat donations, according to YouGov.