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.
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