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Edited and adapted to English from original post in TMTPost(钛媒体)

Original source: http:www.tmtpost2556938

  Sina VP and Sina Sports GM Arthur Wei talks with fans and players at Sina Golden League

Over the last several years Blake Comeau Jersey , massive sports rights deals in China have shocked and stunned the industry. While many big companies are making headlines buying rights at exorbitant prices, Sina Sports has largely remained on the sidelines of such deals. Things changed significantly for Sina Sports in 2015, when competitor Tencent jumped in to steal away exclusive digital broadcasting rights to the NBA. Since then, Sina Sports has been working hard to develop new strategies and a new way forward. Staying silent on many rights deals, Sina Sports has taken a different path, entering the world of sporting event operations and developing its own IP.

Last year Alexander Kerfoot Jersey , Sina Sports held the second season of its Golden League 3-on-3 basketball tournament, a nationwide amateur tournament that is one of three in China officially certified by FIBA. For the 2016 edition, Sina Sports was successful in securing 80 broadcast minutes on CCTV’s sports channel, CCTV5. Normally, a broadcast like that would easily have a high six-figure price attached to it, but it is clear that the Sina Golden League has earned favor and support from China’s central television station.

Last year Sven Andrighetto Jersey , a total of 2064 teams participated in the Golden League, held across 16 cities with tournament finals taking place in Beijing last July. More than just a basketball tournament, the Golden League strives to be an entertainment event that welcomes people from all age groups with different interests. In addition to the games, the event also featured both hip-hop and cheerleading competitions at some of the venues, which brought out 112 and 104 participating teams, respectively.

Of course Tyson Barrie Jersey , the major purpose of the Golden League is focused on developing streetball and amateur participation in China. Designed for amateurs, the tournament has attracted very high quality players, including well-known local street-ballers, CUBA team members, retired CBA players, as well as former NCAA players. Players are attracted to the stage as well as prize money. Last year Semyon Varlamov Jersey , Sina issued 600,000 yuan in prize money, and plans to increase the prize money to 2 million yuan for the 2017 edition.

In terms of making the Sina Golden League a recognized brand on an international scale, Sina has already reached significant milestones. As an officially certified FIBA 3x3 tournament, players competing in the league have the opportunity to obtain points that can be used to qualify for the FIBA World Tour. Additionally, Sina entered into an agreement with the National Basketball League in Australia to send some of the top players of the Golden League to try out in Australia for the chance to play professionally.

Sina has proven its ability to build a successful event operations platform not just through participation Patrick Roy Jersey , securing national syndication and international recognition, but also through getting major sponsors to sign up including Lenovo ZUK and major Chinese liquor brand Wuliangye. Sina Vice President and General Manager of Sina Sports Arthur Wei expressed that he is proud of what the event has become so far, and is certain that more sponsors will sign up for an even bigger tournament planned for 2017. The 2017 tournament will expand from 16 cities to 24 cities, including venues outside of Mainland China in Hong Kong and Macau.

In addition to the Golden League, Sina just completed its first national 5x5 soccer tournament, which spanned ten cities and signed three major corporate sponsors. Sina is quickly developing events for running Mikko Rantanen Jersey Sale , fitness, hockey and potentially more.

Action from Sina 5x5 Golden League Soccer Tournament

As a digital sports media platform, Mr. Wei indicated he of course understands that acquiring traditional sports IP and broadcasting live events will always be important. But what is equally and perhaps more important is to follow the trend of growing sports in China from the grassroots level. This is the underlying purpose of Sina’s sporting event series, and also the source of its success.


BEIJING, June 16 (Xinhua) -- The International Ski Federation (FIS) and Alisports forged a cooperation agreement which will aim to grow the number of Chinese winter sport participants to 30 million.

Alisports is the sports division of e-commerce giant Alibaba, who was signed up earlier this year as an International Olympic Committee top tier sponsor until 2028.

According to its agreement with the FIS Gabriel Landeskog Jersey Sale , Alisports will handle the marketing, promotion, sales and organization of the FIS' "Get into Snow Sports" courses.

It is hoped the use of their expertise will help the FIS attract some 300 million new winter snow sport participants.

The "Get into Snow Sports" development program is a grassroots initiative supported by Beijing Sports University alongside the Chinese Ski Association, as well as FIS Academy and World Academy of Sport experts.

"We are delighted to be able to develop this relationship with such a respected partner, Alisports," said Sarah Lewis Nathan MacKinnon Jersey Sale , FIS secretary-general.

"Over the past 15 years we have seen the organic growth and popularity of snow sports in China with many innovative events such as the FIS Big Air and Aerials World Cup events hosted in the Bird's Nest," Lewis added.

"This grassroots 'Get into Snow Sports' development program builds on the work the FIS has achieved through our 'Bring Children to the Snow' campaign and the annual 'World Snow Day' and the Chinese Ski Association's engagement in these initiatives is a key driver in taking this important step."

China has already vowed to invest heavily in ice rinks and ski slopes in the coming years to boost their chances of future success.

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