Digital sports content and media solutions provider Perform Group has agreed a strategic partnership to launch a co-branded soccer information portal, combining Goal.com with China’s largest search engine brand Baidu.

Perform described the partnership with Beijing Baidu Netcom Science and Technology Co. as a “ground-breaking deal” which will provide Chinese football fans with access to Goal’s global coverage of football’s biggest teams and stars, while delivering a fresh perspective on the Chinese Super league.

Baidu and Perform will collaborate to create a team of local and international digital football experts for the information portal under goal.baidu.com.

Martyn Jones, global general manager of Goal.com, commented: “This is a game-changing milestone for Goal and for Chinese football fans. In recent years, we’ve seen a new breed of fan emerge that’s young, socially inclined, mobile dependent and demanding a new type of football content.

“While traditional media have struggled to service their needs, Goal Baidu will give them what they want: the biggest stars, the fastest news and stories that provide them with social ammunition to share. With Baidu, we will engage this new breed of fan at scale.”

The Goal Baidu editorial team will work with Goal’s existing global network of 500 professional journalists to publish all football content on goal.baidu.com and associated social platforms.

“Our collaboration with Baidu demonstrates our ambition,” said Perform Group’s chief commercial officer Jacopo Tonoli. “The timing couldn’t be more appropriate. With the surge in interest in the Chinese Super League, we are delighted to have a partner who shares our vision.”

Baidu’s subsidiary, Beijing Lehecai Technology Co., will operate online advertising sales and marketing activities.

Beijing Lehecai CEO Li Huan added: “Based on Baidu’s data analysis, we’ve seen millions of fans searching and visiting football websites through Baidu. Our strategic cooperation with Goal will broaden horizons for hundreds of millions of China’s football fans with quality exclusive content integrated globally.

“Meanwhile, with accumulating core users interested in football content and lottery services, we are looking forward to perfecting the business segments of Baidu Lottery.”

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