With Big TV Deal, China's Pro Soccer League Looks to Score

(Beijing) – A state-backed sports broadcaster recently spent big to win the rights to air games from China's top soccer league, a sign of how big sports are becoming in the country.

China Sports Media Ltd., better known as Ti'ao Dongli, paid a whopping 8 billion yuan in late October for the rights to televise Chinese Super League (CSL) games for the next five years. The second and third place bidders, Great Sports Media Co Ltd., a subsidiary of Shanghai Media Group, and CCTV Sports & Entertainment Co. were only willing to cough up half that amount.