Alibaba Group-owned online video hub Youku has unveiled a series of promotions to boost fan engagement in China during the FIFA 2018 World Cup.
The venture is partnering with China Central Television to stream all 64 games during the tournament. Among the promotions are World Cup-related talk shows, in-show merchandise sales and prize giveaways. It will be an Alibaba ecosystem-wide effort, pulling in Taobao, Hema, UC Web, Tudou, Xiami Music, Damai and Alipay.
“Not only are we streaming soccer matches, but we’re also leveraging this leading sports event to showcase the power of the Alibaba ecosystem and show how Youku can lead the industry and capture opportunities in the China sports market by building relevant content and excitement,” says Weidong Yang, President at Alibaba Digital Media & Entertainment Group and Youku and also CEO at AliMusic.
“The widespread support from the Alibaba ecosystem … empowers Youku to deliver a superb experience for users to enjoy the popular month long tournament in many new and innovative ways.”
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