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Updating the market, Ascot Racecourse management has signed a media deal with Chinese digital sports broadcaster Sina Sports to stream its flagship Royal Ascot event.

The partnership will see Sina Sports stream the final three days of Royal Ascot across its platforms. Deal stakeholders inform that the partnership could see Royal Ascot reach up to 213 million Chinese households.

The Sina stream will be utilsiing the ‘world feed’ from Ascot official broadcaster ITV Racing. Sina will supplement races with its own dedicated commentary and presenter panel live from Beijing.

Seeking to boost Royal Ascot’s Chinese appeal, the partnership is working together on a unique concept for an exclusive Official Royal Ascot live streaming event in Beijing, on the Thursday of racing.

Sina will invite over 200 of China’s leading female entrepreneurs and professionals are expected to attend its event, where the dress code will mirror that of the Royal Meeting with fine dining made available alongside a Royal Ascot fashion show.

Strengthening Royal Ascot’s Chinese coverage Juliet Slot, Commercial Director at Ascot stated : “China is a very important emerging market for us with an increasing number of owners with interests in British racing. To be able to provide this coverage in China, where the ceremony and tradition of Royal Ascot is of considerable interest, is a key part of our international broadcast strategy. The live Beijing event gives us the opportunity to bring a piece of this unique British institution to China.”

The broadcast and event will be augmented by active social media through Weibo, China’s leading social media channel with 600 million accounts. Fans will also be able to watch the racing through Sina Sports’ website, mobile site and Sina Sports App

Arthur Wei, SVP of Sina, GM of Sina Sports, commented on the partnership: “Sina Sports is pleased to offer Ascot an excellent promotion platform. We hope this partnership will present a crossover of sports and social, introducing the unique culture of British horse racing into the life of Chinese elite class, as well as promoting the new social lifestyle of fashion. In addition to our strong online presence, Sina Sports has established itself as a premier offline events company with nationwide 3×3 basketball and 5×5 football tournaments, a running team award ceremony and the Leaders Sports Business Summit, amongst others. The Royal Ascot live streaming event is another great event hosted by Sina Sports in China.”