Chinese sports marketing and digital media conglomerate, Sina Sports, has agreed a partnership with the Gold Coast Marathon.
The Gold Coast Marathon is organised by government subsidiary Events Management Queensland, as part of Tourism and Events Queensland. The landmark deal aims to attract more competitors from China and boost the event’s exposure and tourism appeal in the world’s most populous nation.
Queensland Minister for Tourism and Major Events, Kate Jones, said: “Under the agreement, Sina Sports will promote the Gold Coast Airport Marathon including travel packages and a dedicated Chinese broadcast of the event through its media channels and running clubs.
“It is great to have Sina Sports on board bringing significant exposure of the Gold Coast and events into the growing Chinese market.”
Sina Sports owns multiple digital and social media platforms and is a subsidiary of Chinese Internet giant Sina.com whose flagship product is Weibo.
Sina Sport’s portfolio consists of more than 90 sports including football properties the Champions League, English Premier League, AFC Champions League, tennis tournament WTA Zhuhai, NFL and international marathon events.
Senior Vice President of Sina, Arthur Wei, added: “Part of Sina Sports ‘Global Marathon Strategic Plan’ is to partner with several marathons around the world and promote them in China though Sina’s multiple media platforms and offline activities organised by Sina running clubs.
“The partnership is aimed at encouraging more consumers to run, as well as attracting those running lovers from the China market to participate in the Gold Coast Airport Marathon.”
The 2015 marathon was said to bring 43,000 visitors to the Gold Coast of which more than 6,000 were from overseas. In total, the marathon generated $22 million in economic activity.
The 38th edition of the Gold Coast Marathon will be held on July 2-3.