The International Paralympic Committee (IPC) has entered into a strategic partnership with Chinese broadcaster Sina Sports on the eve of the Rio 2016 Paralympic Games here.
The agreement designates Sina Sports as China’s online partner of the IPC, which is aiming to increase its digital presence in Asia ahead of the three Paralympic Games scheduled to take place in the continent between 2018 and 2022.
Pyeongchang in South Korea and China’s capital Beijing are due to host the respective 2018 and 2022 Winter Paralympics, while Japan’s capital Tokyo is set to stage the 2020 Summer Paralympics.
Sina Sports has created a new special feature page to house expanded coverage of the Rio 2016 Paralympics.
The IPC will provide the broadcaster with videos and articles throughout the Games, as well as publish highlights on Sina Weibo, the company’s microblogging site.
It will also produce and deliver special interviews and content with Chinese athletes to Sina Sports.
The partnership between Sina Sports and the IPC is designed to help raise the profile and increase awareness of the Paralympics in China, which is sending a record 308 athletes to Rio 2016.
“With the next three Paralympic Games taking place in Asia after Rio, we felt now was the right time to grow our presence in Asia, and in particular China,” said Craig Spence, the IPC’s communications director.
“China has a strong track record of excellence in Paralympic sport and with the Paralympic Winter Games taking place in Beijing in six years’ time, we hope this partnership helps to increase awareness of Para sport and leading athletes.”
The IPC said yesterday it is now more confident than ever that the Paralympic Games will reach a cumulative global audience of four billion for the first time after confirming Rio 2016 will be covered by television, radio and online outlets in a record 154 countries.
The figure represents a 30 per cent increase in territories showing London 2012, during which coverage was beamed to 115 countries.
With some broadcasters choosing to create multi-platform options for their viewers online, in apps and on television, the IPC also expects Rio 2016 to be the start of a revolution in the way people watch Para-sport.
Fans can find out where they can watch Rio 2016 in their country by clicking here.