UEFA signs three-year pact with XFMedia

Beijing - To meet the demand for all things sport in China, the Union of European Football has signed a three-year pact with XFMedia for TV, internet and mobile broadcasting.

XFMedia said the network is seeking to build and expand its involvement in sports via TV although it starts to see a cutback in marketers' advertising spending.

It argues TV should continue to be a key medium of viewership.

Fredy Bush, CEO of XFMedia, said advertisers in China are looking for this kind of high quality programming.

The network will add on more sports related contents to target college students, young adults and mobile individuals, and provide broad coverage of the league, along with previously unavailable opportunities for advertisers.

"It is the first of several steps we are going to make into sports media," Richard Young, MD of Xinhua Sports Divison, said.

UEFA will be renamed UEFA Europa League from the beginning of season 2009-10.