ASCOT SIGNS NEW CHINESE MEDIA DEAL WITH SINA SPORTS

By in News

Wednesday 24th May 2017

Ascot today announces a new exclusive broadcast media rights deal with Sina Sports, a leading Chinese sports digital media company.

The arrangement will see the last three days of Royal Ascot shown live across the nation on all of Sina’s platforms, reaching 213 million households. Sina will be taking the world feed from ITV, supplemented by their own presentation panel and professional commentary in Beijing. In tandem and for the first time, Ascot and Sina are working together on a unique concept for an exclusive Official Royal Ascot live streaming event in Beijing, on the Thursday of Royal Ascot.

Over 200 of China’s leading female entrepreneurs and professionals are expected to attend this prestigious event, where the dress code will mirror that of the Royal Meeting and fine dining will be available, alongside a fashion show. This function will feature within the live broadcast of Royal Ascot to the Chinese audience. The broadcast and event will be augmented by active social media through Weibo, China’s leading social media channel with 600 million accounts.

Fans will also be able to watch the racing through Sina Sports’ website, mobile site and Sina Sports App. This announcement follows recent news that NBC in the United States will be showing all five days of Royal Ascot, with their four-and-a-half hour daily broadcast opening each day with the Royal Procession.

Juliet Slot, Commercial Director at Ascot, said: “China is a very important emerging market for us with an increasing number of owners with interests in British racing. To be able to provide this coverage in China, where the ceremony and tradition of Royal Ascot is of considerable interest, is a key part of our international broadcast strategy. The live Beijing event gives us the opportunity to bring a piece of this unique British institution to China.”

Arthur Wei, SVP of Sina, GM of Sina Sports, commented: “Sina Sports is pleased to offer Ascot an excellent promotion platform. We hope this partnership will present a crossover of sports and social, introducing the unique culture of British horse racing into the life of Chinese elite class, as well as promoting the new social lifestyle of fashion. In addition to our strong online presence, Sina Sports has established itself as a premier offline events company with nationwide 3×3 basketball and 5×5 football tournaments, a running team award ceremony and the Leaders Sports Business Summit, amongst others. The Royal Ascot live streaming event is another great event hosted by Sina Sports in China.”