Youku, the Alibaba Group-owned online video hub, is set to provide China’s most-comprehensive coverage of the FIFA 2018 World Cup with live streaming of all 64 games together with a number of programs produced exclusively to celebrate one the world’s most-watched sporting events. In addition, Youku will join hands with leading brands and business units from the Alibaba ecosystem including Taobao, Alipay, Hema, UC Web, Tudou, Xiami Music and Damai, to provide viewers an “around-the-clock” integrated experience that will bring the enjoyment of the famous sports spectacle to the next level.
“Given its level of popularity, sports content in China is an effective tool in implementing Alibaba Group’s ‘Double H’ strategy, which aims to promote ‘Health’ and ‘Happiness’,” said Weidong Yang, CEO of AliMusic and President of Alibaba Digital Media & Entertainment Group and Youku. “Not only are we streaming soccer matches, but we’re also leveraging this leading sports event to showcase the power of the Alibaba ecosystem and how Youku can lead the industry and capture opportunities in the China sports market by building relevant content and excitement.”
Tailored Programs and Contents to Celebrate the Soccer Spectacle
Youku is partnering with China Central Television (CCTV) to stream all 64 games, along with on-demand videos and post-game highlights*, marking the first time that the Chinese audience will be able to enjoy live broadcasts of the entire World Cup tournament on their mobile phones. As the official new media partner of CCTV in this event, Youku and CCTV will co-produce a talk show called “Qi Tan Shi Yi Ren” 《奇谭十一人》, featuring celebrity guests and soccer fans. “This is World Ball” 《这就是世界波》, a sports program under Youku’s successful “This is” 《这就是》 franchise and hosted by well-known commentators in China, will go live from June 14. Tailoring to the needs of younger audiences, Youku will produce a specialized soccer education program “Play football with Peppa Pig” 《佩奇给你讲足球》. In addition, Youku has acquired distribution rights for more than 20 online World Cup programs to enrich its lineup this summer.
Apart from Youku, UC Web, Tudou, Xiami Music and Damai, the business units from Alibaba’s Digital Media and Entertainment Group, will work together to create an omni-media matrix covering various types of content, including short videos, music, as well as text and graphics.
Synergy with the Alibaba Ecosystem
Following the success of “Street Dance of China”《这就是街舞》and “This is Fighting Robots” 《这就是铁甲》, Youku and a number of leading brands and businesses from the Alibaba ecosystem are joining hands to provide a wide range of promotions and specials that cover ecommerce, restaurant and takeaway food orders, travel and entertainment content consumption.
On Youku, audiences in China can not only watch the exciting soccer matches, but also enjoy innovative interactions and games. Red envelopes of coupons worth over RMB200 million will be set aside as prizes for an online campaign, where customers collect the cards of soccer stars. Youku, Taobao, Alipay and UC Web are sponsoring the campaign. Red envelops will also appear during the live streaming of every match. They can be redeemed for purchases on Taobao.
Also, Tmall Genie, the AI-powered smart speaker will continue the prediction game that was traditionally started by Paul the Octopus, but this time, it will compete with a Boston lobster from Hema. All predictions and results will be announced in the “This is World Ball” 《这就是 世界波》program.
“The extensive offerings from Youku around the 2018 FIFA World Cup reaffirm our commitment to bring the world’s best sports events to Chinese audiences. The widespread support from the Alibaba ecosystem also empowers Youku to deliver a superb experience for users to enjoy the popular month-long tournament in many new and innovative ways,” added Yang.
*CCTV has exclusive streaming rights in China.