Tencent Licenses World Cup Rights from CNTV
Chongqing Morning Post, 5/06/10
Chinese internet company Tencent's (0700.HK) online portal QQ.com recently signed an agreement with China Network TV (CNTV) for video rights to coverage of the 2010 South Africa World Cup, including content partnership for video coverage of all 64 World Cup finals matches.
In addition to partnering with CNTV on video rights during the World Cup, Tencent will partner with CNTV and its parent company CCTV on brand promotions. Chen Juhong, chief editor for Tencent's QQ.com, said that starting in early June, QQ.com will run primetime advertisements on CCTV Sports during World Cup matches; the ads will feature a major international football star as spokesperson for the site. Chen declined to say which star it would be, but football fans online have noted that Tencent has already begun displaying advertisements on QQ.com featuring celebrity athletes Lionel Andrés Messi and Ricardo Izecson dos Santos Leite.
Chen said that Tencent is spending as much on its coverage of the World Cup as it did on coverage of the 2008 Beijing Olympics; the money will be used mainly for resource acquisitions, dedicated product development, and brand marketing.
Keywords: online video Chen Juhong Internet marketing portal Tencent QQ CCTV 0700.HK CNTV football broadcasting rights
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