XFMedia , a leading media group in China, has announced that it has signed an agreement with UEFA, the Union of European Football Associations, for the UEFA Europa League (formerly the UEFA Cup) media rights in China during the 2009-2012 period.
Under the terms of the agreement, XFMedia has obtained the right to distribute and broadcast all of the 205 live matches as well as delayed matches and highlights programs via television, Internet and mobileplatforms in mainland China except delayed VOD internet.
“This cooperation is fully in line with our plans at XFMedia to expand the sports and broadcast elements of our business,” said XFMedia CEO Ms Fredy Bush. “It is an honor to be working with UEFA, and we believe that XFMedia’s comprehensive media platform will provide unprecedented visibility and penetration for the UEFA Europa League matches in China’s market.
“XFMedia is a new partner of UEFA and we are excited at the prospect of developing our relationship over the coming seasons,” said UEFA. “This agreement will deliver extensive coverage for the UEFA Europa League in the world’s most populous nation. We are confident that XFMedia will do a great job in delivering the new competition to football fans in China.
“Soccer is China’s most popular sport and one of the great national sporting passions of China,” Ms Bush said. “European soccer is followed avidly by Chinese soccer fans and the UEFA Europa League is the kind of high quality programming that our advertisers are looking for. Our intention is to continue to build and expand our involvement in sports via television.”
UEFA recently announced that the UEFA Cup will be re-named so that from the beginning of season 2009-10 it will be known as the UEFA Europa League.
In February, XFMedia arranged for the NFL’s Super Bowl to be broadcast in China through the national satellite television channel NMTV, the only
nationwide broadcaster to carry the game live.
XFMedia’s Managing Director of Xinhua Sports Division Mr Richard Young, who recently joined the group, will continue to drive the expansion in the company’s sports-related commercial activities.
“XFMedia is able to provide integrated media offerings in China because of our extensive and varied media assets,” Mr Young said. “We are going to provide broad coverage of the UEFA Europa League in China, along with previously unavailable opportunities for advertisers. It is the first of several steps we are going to make into sports media.”
Xinhua Finance Media (“XFMedia”; Nasdaq: XFML) is a leading media group in China with nationwide access to the upwardly mobile demographic. Through its synergistic business groups, Broadcast, Print and Advertising, XFMedia offers a total solution empowering clients at every stage of the media process and connecting them with their target audience. Its unique platform covers a wide range of media assets, including television, radio, newspaper, magazine, outdoor, online and other media assets. Headquartered in Beijing, the company has offices and affiliates in major cities of China including Beijing, Shanghai, Guangzhou, Shenzhen and Hong Kong.