Perform extends Chinese football content with Baidu partnership

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China’s largest search engine Baidu, has formed an exclusive partnership with sports data and content provider Perform Group which will see the creation of football news and analysis portal Goal.Baidu.

Offering live match feeds and football insights through Perform data subsidiary Opta, the partnership aims to become the leading Chinese-language football portal, with Perform governance stating the partnership is one of its most recent significant deals.

Announcing the partnership, Perform Group governance stated that it would use its content competencies’ and knowledge gained through its European football news portal, to attract Chinese consumers to its new venture.

Goal.Baidu will be operationally supported by Baidu’s digital advertising division Beijing Lehecai Technology which has begun seeking marketing partnerships for the portal.

Launching the partnership, Baidu governance stated that a comprehensive Chinese-language football service was needed in order to satisfy the growing demand for intentional and domestic football news, information and content by Chinese sports consumers.  

Jacopo Tonoli, Perform Group CCO commented: “Our collaboration with Baidu demonstrates our ambition. The timing couldn’t be more appropriate. With the surge in interest in the Chinese Super League, we are delighted to have a partner who shares our vision.”

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