Beijing Firm Wins First Bidding for Soccer National Team Video Rights

(Beijing) – A Beijing-based media company has won the first bidding for the rights to produce a live video feed for games involving China's national soccer teams.

China Sports Media Ltd. signed a four-year deal with the Chinese Football Association (CFA) on May 11 amid a push by the Communist Party to make a slew of changes that it hopes makes soccer the national game. One of the changes, announced by the cabinet on March 16, is introducing competition to the dishing out of broadcast rights.