Value of Premier League’s broadcast deal with iQiyi Sports revealed – and it marks new era for football rights in China

8 September 2021

Manchester City
Photo: Alamy Chinese Manchester City fans hoping to secure a signature from the Manchester City-players.

The English top-flight began a new partnership with iQiyi Sports as its digital broadcast partner in China this season. 

Off The Pitch understands the value of the four-year deal is £30 million per season – less than what LaLiga is being paid.

This represents a significant increase on last season’s deal with Tencent but is just 16 per cent of the value per season of the previous contract with PPTV.

David Hornby, VP, Sports at the global sports digital marketing agency Mailman, believes the iQiyi Sports deal represents a “new benchmark for what platforms are willing to pay for the most premium rights in football in China.”

He adds that iQiyi, which is often compared with Netflix, could also provide additional opportunities for the Premier League and its clubs to expand their fanbases and boost engagement due to the platform’s entertainment focus.

Jonathan Dyson

One year on from the sudden termination of the Premier League’s broadcast deal in China with Suning-owned PPTV, a clearer picture is beginning to emerge of the value of premium football rights in the country.

Around three weeks before the start of this season, streaming platform iQiyi Sports agreed a deal to become the English top-flight’s exclusive digital broadcast partner in China until the end of the 2024/25 season.

The value of the four-year deal is understood to be £30 million per season, according to a source with knowledge of the agreement.

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