Chinese search engine giant Baidu is currently in talks with Perform Group, a British company, to establish a digital sports media platform in China as a joint venture; however, there is no confirmation yet regarding the deal.

Perform Group is a U.K.-based company that specializes in purchasing the copyrights for several types of sporting events. These events are then carefully edited and displayed on the group's digital platform. The group's digital editing capacity makes the videos attractive and helps in generating traffic on the website as well as earning some money.

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According to China Tech News, the Chinese Search Engine giant Baidu is currently in talks with Perform Group to initiate a joint venture in China. This joint venture will be a digital media sports channel dedicated to the region. Meanwhile, Perform Group also specializes in providing services related to sports data consulting analysis and advertising sponsorship marketing. Till date, Perform Group already holds the digital copyright for more than 200 types of sports from all over the globe.

Just a few months ago, the group also went on to establish a record of sorts in the domain of woman sports. This happened when the group purchased the ten-year digital content and production rights for the WTA. This deal ended up costing a little over USD$500 million and therefore was inked as one of the biggest deals in the history of sporting in the female category.

According to reports, the group had already claimed 105 million audiences through its portal. With the partnership, Baidu is keen to enter the sports category in the virtual world. Gradually, the search engine giant also hopes to capitalize in the sports marketing opportunities. Of late, the domain of sports marketing has been gaining importance for Chinese technology companies, thanks to the opportunities it is providing.

Not so long ago, Tencent gained a five-year exclusive Internet broadcast right for NBA. A similar success story repeated itself when Le Sports acquired the rights for internet broadcasting of FI races from 2014 to 2017, as confirmed by China Pulse. 

TagsBaidu takeover, Baidu update, perform group