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LIV Golf to air via Weibo in China as part of extensive digital tie-up

Sina Golf streaming platform to also offer plugins for ecommerce sales.

20 September 2022 Rory Jones

Getty Images

LIV Golf has secured a broadcast partnership with Weibo that designates the Chinese social network as the Saudi-backed golf series’ exclusive digital media partner.

The deal sees live broadcast coverage of LIV events broadcast on the Sina Golf streaming platform, Weibo and WeChat, as well as the distribution of short-form video content across the social media giant’s various channels.

Weibo says its first three days of LIV Golf coverage from the event in Chicago averaged 100,000 viewers, despite the tournament taking place in the middle of the night in China.

Through the agreement, Sina Golf will bolster its combined live streaming and ecommerce offering, which has seen brands such as Honma, Fila, Macallan, as well as Samsung run successful campaigns. According to Weibo, the annual gross merchandise volume (GMV) on the streaming and ecommerce offering from its Sina Golf’s DP World Tour content exceeded CH¥30 million (US$4.27 million).

The content deal will also help LIV Golf tap into younger Chinese audiences, with 75 per cent of Weibo users falling under the Gen Z category. According to Chinese media reports, Weibo will help LIV Golf get off the ground in the unique Chinese social media ecosystem by combining highlights and tournament-related clips with content from other sports stars. The platform is also said to be providing commercial consultancy to LIV Golf.

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