FIFA and Shinai Sports have announced a new partnership that will see the platform acquire exclusive digital media rights in China to the 2023 FIFA Women’s World Cup.
During the tournament, which will be co-hosted by Australia and Aotearoa New Zealand across nine cities, the platforms of Shinai Sports, such as iQIYI Sports app, sports channel of iQIYI, iQIYI Sports website and QiyiguoTV, will live broadcast the full competition and provide extensive behind-the-scenes, insight and analysis content throughout.
The agreement will see all 64 matches broadcast across the platform in the Mainland of China, with exclusive free to air broadcast rights to the 2023 FIFA Women’s World Cup still available for the region.
The announcement marks the first time Shinai Sports has partnered with a FIFA competition and comes as the women’s game continues to grow in China.
Speaking on the agreement, Jean Christophe Petit, FIFA Director of Media Partnerships said, “We are hugely excited by this new partnership with Shinai Sports, which will bring the 2023 FIFA Women’s World Cup to digital platforms across Mainland of China. We look forward to working closely with Shinai Sports in the lead up to 2023 FIFA Women’s World Cup to promote the tournament and bring women’s football to new audiences in the country.”
The Chinese team – the Steel Roses – are current AFC Women’s Asian Cup champions and have featured at the FIFA Women’s World Cup eight times, grabbing a silver medal in 1999. At the 2023 FIFA Women’s World Cup, China will line-up in Group D alongside England, Denmark and one of next month’s FIFA Women’s World Cup playoff winners.
Through the sale of media rights for its football tournaments, FIFA generates income which is essential to support and develop the game around the world, including through the FIFA Forward and FIFA Women’s Development Programme.