iQIYI Sports Scores LaLiga Rights


iQIYI Sports, a joint venture between iQIYI and Super Sports Media, has picked up the exclusive live-streaming rights for the 2019-20 season of LaLiga for the China market.

In addition to live streaming all 380 matches of the season, iQIYI Sports will produce and release original content on LaLiga match information, highlights and behind-the-scenes footage. PangHu, a rapper in iQIYI’s virtual band RiCH BOOM, has been appointed as iQIYI Sports’ ambassador for its LaLiga live streams and will interact with football players in post-match interviews.

Veteran sports commentators and up-and-coming millennial commentators will cover the league to enable viewers to watch matches with personalized commentator combinations according to their preference. iQIYI has also tapped actors and artists from its original dramas and reality shows to be iQIYI Sports’ Ambassadors for the LaLiga opening ceremony and to produce creative LaLiga-related videos.

Yu Lingxiao, CEO of iQIYI Sports, said: “iQIYI Sports’ goal is to maximize the value of sports entertainment by leveraging the content value of top sports tournaments and further enhance it through content promotion, marketing and membership services. We believe this integration between entertainment and sports is key to having iQIYI Sports become the industry’s leading sports entertainment service provider.”