Sina extends viewership agreement with NBA

By Ding Yining | October 17, 2013, Thursday |

Online Edition

SINA Corp, China's leading Internet portal and operator of the country's biggest microblogging site, said it has extended the strategic relationship with the National Basketball Association to bring service to sports viewers on its mobile platform and social network.

Sina, banking on its microblogging platform Weibo.com, becomes the first company to offer viewers NBA matches through three platforms including desktop computers, smart phone applications and a social networking site.

The collaboration signals the deepening of the two parties' collaboration after their first alliance in 2010.

"By offering cross-platform and one-stop service for NBA fans, we hope to consolidate a leading position in the sports segment in China," Sina Chairman and Chief Executive Officer Charles Chao said today.

Cooperation will begin in three areas: mobile broadcasting, community interaction and live video.

NBA fans could also interact with the NBA official Weibo account and participate in other NBA theme games on Sina.

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Sina extends viewership agreement with NBA

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