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SBD Global/November 5, 2013/Media

Scottish Premier League Agrees To Broadcast Deal In China For First Time

Scottish football is expected to see a financial windfall from the new deal.
Scottish football "will be screened live" to up to 60 million TV viewers in China "as part of a long-term deal" which is expected to bring in £2M ($3.1M) a year to clubs, according to Fraser Wilson of the Scotland DAILY RECORD. The Scottish Professional Football League "has announced a broadcast deal" with Chinese partner PPLive TV which is part of a wider 10-year, £20M ($32M) int'l deal with sports media rights firm MP & Silva. SPFL CEO Neil Doncaster was joined in Beijing with Scottish First Minister Alex Salmond and Celtic CEO Peter Lawwell to announce the deal. A total of 58 SPFL matches "will be screened live in China as part of the online station's European football selection, which also includes Spanish and English games" (DAILY RECORD, 11/4). The BBC reported the agreement "will result in SPFL fixtures being broadcast alongside Premier League games from England and Spanish top-flight matches to up to 60 million PPLive TV users in China." Salmond said, "There is clearly a growing appetite for European football coverage in China and now football fans across this country will be able to enjoy the action from iconic Scottish footballing venues such as Easter Road, Fir Park and Pittodrie" (BBC, 11/4). Doncaster: "This deal will showcase the Scottish game to up to 60 million people across China and opens up a huge marketplace in the world’s fastest growing economy. We want to build on this opportunity, not only in China but across other significant global markets, and discussions with several potential partners are ongoing" (SCOTSMAN, 11/4).
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