Migu, a subsidiary of the state-owned China Mobile Communications, has secured live streaming rights to French soccer’s top-tier Ligue 1 for the next three years.
Local media has reported that Migu will hold exclusive digital coverage rights for the competition in China during the 2021-22 to 2023-24 rights cycle.
Chinese subscribers will be able to watch action from the top French league through the Migu Video and China Mobile Mobaihe platforms.
During the last cycle, between 2018 and 2021, broadcast rights to the top French league in China were held by international pay-TV broadcaster BeIN, as well as by Chinese broadcasters PPTV and CCTV (the country’s state-run network).
It has been reported that Ligue 1 and Migu will also collaborate to promote Ligue 1’s commercial development in China, with Migu to promote the specific Ligue 1 Chinese-language social media and online platforms.
The streaming site will also build in a series of Ligue 1-based activations with the aim of growing the league’s appeal in China.
Migu has been busy on the European soccer rights front recently. Last week, it secured exclusive live streaming rights to the 2021-22 season of Italy’s Serie A.
As well as covering live matches through Migu Video, the broadcaster will produce preview and highlights programming, as well as producing ‘second-screen’ content for fans. It will also, reportedly, conduct e-commerce activities based around the league.
Migu also secured live broadcast rights to English soccer’s top Premier League division earlier this month, until the end of the 2024-25 campaign, through a four-year sub-licensing deal with iQIYI Sports.
In addition, the broadcaster will show action from German soccer’s Bundesliga next season, alongside fellow digital platforms Huya, Dongquidi and Tencent, in deals brokered by the China Sports Media agency.