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Dugout takes European football content to China with PP Sports

Dugout, a content partnership between leading European clubs, has struck a video content partnership with Chinese digital platform, PP Sports to meet growing demand for football content from fans in China.

With football leagues across much of the world currently suspended, Dugout, which is co-owned by clubs A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid, and  PP Sports will work together to deliver bespoke Mandarin-language video content.

Dugout said that the partnership is the first time an independent western digital media business has integrated in such depth with a Chinese technology provider.

Complementing PP Sports’ existing football coverage, which contains a live rights portfolio including the Chinese Super League, the English Premier League, Italy’s Serie A, Ligue 1 from France, Bundesliga from Germany and the UEFA Champions League, the partnership is intended to give Chinese fans a way to connect with more than 100 international clubs by viewing exclusive, behind-the-scenes and archived content via Dugout’s video player, which will deliver content into the PP Sports platforms in China.

“With live global football currently on pause, there is even greater demand for behind-the-scenes and archive football content – and we are pleased to partner with Suning and PP Sports to deliver international football content to passionate football fans in China. This new collaboration will benefit both our partner clubs and football fans in China with our exclusive digital football content supporting PP Sports’ existing rights strategy in China,” said Dugout co-founder and chairman Elliot Richardson.

“These are difficult times for everyone, including the global sports industry as leagues and events face an uncertain immediate future. In the last two months we have seen our number of video views increase globally from 300 to 400 million a month, so we know the appetite to watch football around the world will not diminish. Our partnership with PP Sports stands as a landmark achievement that will help Dugout’s community of clubs sustain and grow their businesses, and ensure their global fanbase can continue to watch great football content, even during these challenging times.”