China’s sports media Sina [SINA:US] Sports reached a collaborative deal with global football media Goal to produce sports-related content and promote the company through Weibo [WB:US] and its websites, according to Sina Sports on November 8. As a return, Goal will publish news about five-a-side football league on Sina Sports and help in finding sponsors for the league.
Prior to this event, Sina Sports held a basketball league for the three-a-side basketball game. After promoting this league on Weibo, the live audience reached a all-time high 10m viewers in a single live streaming platform. According to Metcalfe's law, one basketball league season accounts for RMB360m. Furthermore, to increase its market share in the sports media industry, other Chinese medias acquired exclusive broadcasting rights. For example, in 2015 Tencent [0700:HK] Sports bought the NBA broadcasting rights in China for USD600m, and PPTV bought the La Liga broadcasting rights for EUR250m until 2020.