Dugout and China’s PP Sports kick-off video content partnership


UK digital media firm Dugout has announced a new video content partnership with Chinese digital platform, PP Sports.

They’ll use the latest technological advancements, working in collaboration and across national boundaries with China for the first time.

This unique partnership in digital sport will help meet the ever-increasing demand for football content from fans in China.

Dugout football content

With football leagues across much of the world currently suspended, Dugout and PP Sports, will be working together. They aim to keep around 300 million football fans in China connected to football by delivering bespoke Mandarin-language video content.

Dugout is a football content business co-owned by 10 of the largest clubs – A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid.

First of its kind

The first-of-its-kind collaboration between Dugout and PP Sports represents a unique alliance between European and Chinese content providers.

The breakthrough partnership is believed to be the first time an independent western digital media business has integrated in such depth with a Chinese technology provider with the businesses collaborating to deliver bespoke football content tailored to Chinas football fans.

Fans in China will have the opportunity to connect with more than 100 international clubs by viewing exclusive, behind-the-scenes and archived content via Dugouts video player which will deliver content into the PP Sports platforms in China.

“With live global football currently on pause, there is even greater demand for behind-the-scenes and archive football content. We are pleased to partner with Suning and PP Sports to deliver international football content to passionate football fans in China”, Dugout Co-Founder and Chairman, Elliot Richardson, said.

“This new collaboration will benefit both our partner clubs and football fans in China with our exclusive digital football content supporting PP Sports’ existing rights strategy in China.”

Difficult times

“These are difficult times for everyone, including the global sports industry as leagues and events face an uncertain immediate future.

“In the last two months we have seen our number of video views increase globally from 300-400 million a month; so we know the appetite to watch football around the world will not diminish.

“Our partnership with PP Sports stands as a landmark achievement that will help Dugout’s community of clubs sustain and grow their businesses; and ensure their global fanbase can continue to watch great football content, even during these challenging times.”

PP Sports said: “In good times and bad, sport can play a vital role in people’s lives.

“Even during this most challenging period, PP Sports has been able to bring a range of sports content to our milions of viewers across China.

“Our ability to continue to connect China’s passionate football fans to the clubs they love will be greatly enhanced through this collaboration with Dugout.