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Sina adds mobile to Chinese NBA deal

18 October 2013 | Posted in Broadcast, Basketball, North America, Asia | By James Emmett

Chinese internet platform Sina has extended and expanded its deal with the National Basketball Association (NBA).

Sina, which signed a four-year, US$7.5 million deal with the NBA in 2010, already had online broadcasting, VOD and marketing rights for the league in China.

Under the terms of the new agreement, Sina, and its social media platform Weibo.com, will also stream NBA games on mobile.

"By offering cross-platform and one-stop service for NBA fans, we hope to consolidate a leading position in the sports segment in China," Sina chairman and chief executive Charles Chao is quoted in the Shanghai Daily.

Weibo, a Chinese microblogging site similar to Twitter, passed the 500 million user mark in February.

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