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

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

Over the last several years nike air max nz , 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 cheap nike air max nz , entering the world of sporting event operations and developing its own IP.

Last year, 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 cheap nike air max , 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, 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 nike air max 95 nz , 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, 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 nike air max 90 mens nz , 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, Sina issued 600 nike air max 90 womens nz ,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 nike air max 90 essential nz , 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 cheap nike air max 90 , which spanned ten cities and signed three major corporate sponsors. Sina is quickly developing events for running, 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.

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