Youku will stream all 64 games of the 2018 FIFA World Cup, the Alibaba Group-owned online video hub has announced.
Youku is partnering with China Central Television to deliver the games to viewers in what is a large but still-growing market for soccer, along with on-demand videos and post-game highlights. CCTV has exclusive streaming rights in China.
The quadrennial tourney kicks off June 14, with matches played in 11 Russian cities until the final on July 15. Germany, which took home the iconic gold trophy in 2014, is returning to defend its title.
This is just Alibaba’s latest push into the world of sports, including FIFA-related events. Last November,Alibaba Cloud struck a deal with global soccer authority to become a Presenting Partner for the FIFA Club World Cup through 2022.
Alibaba Group also joined The Olympic Partner sponsorship program in 2017. At the Winter Games Pyeongchang 2018, the company showcased its vision for the Olympics of the future.