Sina Obtains Broadcasting Rights for Premier League and Italian Series A Matches

SINA
Corporation , online media company and value-added information service provider
for China and for the global Chinese communities, announced that it has
obtained online broadcasting rights in China for the much coveted soccer
matches of the English Premier League and Italian Series A.

As one of
the most popular European soccer leagues, the English Premier League has an
audience in

China
in the tens of millions. Starting from August 11, 2007, Chinese soccer fans
will be able to watch English Premier League matches live either via paid TV or
the Internet. As the availability of paid TV is limited in

China, SINA
brings Chinese soccer fans more options by offering live, online broadcast of
the games.

SINA’s
Broadband will carry live, online coverage of all 1,140 English Premier League
matches for the next three seasons lasting until 2010. Web users will be able
to subscribe on an annual, monthly, and per-game basis at Rmb380, Rmb38 and
Rmb3.8, respectively. In addition, SINA Sport Channel’s in- depth coverage will
also feature replays of the most exciting action plays on a free-of-charge
basis.

Separately,
SINA also obtained the rights to provide live, online broadcast of the
world-renowned, professional soccer league Italian Series A in

China.

“We
are delighted to be chosen the only online portal in

China to offer live broadcasting of
both the English Premier League and the Italian Series A,” said Tong Chen,
Executive Vice President and Chief Editor of SINA Corporation.

“These two
deals are not only a perfect complement to our already strong offering of
domestic and international sports events, but also reaffirm SINA’s position as
a pre-eminent online sports broadcaster in

China. Leveraging our unique
advantages as a leading online portal and our first- class video streaming
technology, SINA is able to provide Chinese soccer fans with enhanced
multimedia experiences, integrating comprehensive sports news coverage, timely
commentaries and interactive sports communities. ‘