China’s number one digital sport media platform, Sina Sports, and Dakar Rally's owner, Amaury Sport Organization, announced that they have reached a strategic deal to give rally coverage for the Chinese market. The partnership makes Sina Sports an official media partner of Dakar Rally in China.
During the entire partnership, which covers the ongoing 2016 and the 2017 editions, Sina Sports will improve Dakar Rally's profile through advertisements on its platform and Sina Weibo, according to Sina English. Sina Sports will stream daily highlights and other content to its customers.
China's sport industry is currently going through a period of significant growth, and sports fans are increasingly soliciting for different options. The two partners expressed their excitement and dedication to growing Dakar Rally's viewership in China.
For the entire competition, Dakar Rally will offer Sina Sports with daily videos, stills and reports featuring fascinating moments, updated results, and highlights for the rally. The same publication reported that the content will be available in Chinese across Sina Sports' comprehensive digital media platform, including its website, smartphone application and mobile site.
Furthermore, there will be special content provided that will profile Chinese competitors that are taking part in this year's edition. At the same time, Sina Sports will post pictures and clip content on Dakar Rally's official Weibo blog.
Dakar Rally is an interesting off-road endurance race that features not only professionals but also amateur drivers in challenging environments within a cross-country contest to the finish line. The first Dakar Rally occurred in 1978, and it has been taking place every year in South America since 2009.
In the 2016 edition, participants driving a variety of off-road vehicles including motorbikes, cars, trucks and quads will make their way around Argentina and Bolivia's crooked topography through 13 race stages. They will then loop back around to Rosario, Argentina, for the final lap held on Jan. 16.