(Yicai Global) Dec. 29 -- The US National Football League said it is partnering with Sina Weibo [NASDAQ:WB], China's twitter-like social media platform, to live stream selected games including the Super Bowl to Chinese viewers.
"In addition to the six (6) regular season games streamed the past couple weekends, Sina Weibo will livestream in China the final Sunday Night Football game in Week 17, three (3) playoff games and the Super Bowl," the NFL said in a statement yesterday.
According to the NFL, the league has over 1.5 million online viewers in China each week and averages more than five million views of NFL clips in the country. The deal also gives Sina Weibo the rights to highlights and non-game video-on-demand clips, including the Top 10 Performances of the week and the Top 5 Runs and Catches.
"We are excited about working with Sina Weibo to stream NFL games to millions of fans," Richard Young, NFL China managing director, said in the statement. "Sina Weibo is an excellent partner for the NFL as we engage fans across the Chinese Mainland."
Sina Weibo is one of the most popular social sites in China with 132 million daily active users. On average, 100 million messages are posted each day on Sina Weibo.