Mediapro to market Sina’s 3x3 basketball league
Mediapro Asia, an arm of the Spanish sports rights agency, is taking on the global marketing of Chinese internet giant Sina’s 3x3 basketball competition after it was appointed as the agency of record for the Sina Golden League.
Under the five-year agreement, Mediapro is to act as the exclusive media rights and commercial rights agency for the competition.
Mediapro Asia and Sina Sports have said they will cooperate internationally on the sale of media, sponsorship and event operation rights.
Mediapro Asia will also assist with developing the event into a global 3x3 basketball league.
According to Sina Sports, the 3x3 Golden League becomes China’s first mass-participation event to reach the global rights market and to commercialise on a global basis.
Mediapro’s media rights role covers the exclusive selling of rights across all platforms, including television and online.
The agency will manage the selling of sponsorship in all territories excluding mainland China.
Arthur Wei, senior vice-president and sports general manager at Sina, said: “The government is supportive of private sporting events and encourages us to internationalize these events. It’s important that we not only bring international talent to events in China but to globalize China-based events and this cooperation is a historical first step by any Chinese company in doing so.”
This year, Sina Sports plans to stage the 3x3 Golden League in 30 cities. The two parties have said they hope to hold events outside China.
The Golden League, which is now entering its fourth season, is endorsed by FIBA, basketball’s international governing body.