London-based, UTV Media-owned radio broadcaster Talksport has signed a deal with Chinese media company Adrep to distribute Premier League radio broadcasts across China, reports SportsPro. Talksport acquired the worldwide radio rights to the Premier League in April 2012 and has since signed distribution deals in Canada, New Zealand, Ghana and Nigeria amongst other places.
The new deal with Adrep China Advertising Services will see English Premier League, FA Cup and Capital One Cup games broadcast across the country's network of local radio stations with Mandarin commentary from the beginning of next season.
Selected games from the end of this season will also be aired.
Adrep will also help Talksport distribute soccer commentaries via mobile apps, and social media platforms in China.
Once a distribution network has been established, Adrep intends to monetise Talksport's content through its national radio advertising sales network, MY FM.
"Our partnership with Talksport enables us to bring unique and specific content to local Chinese radio stations and communities," said Adrep executive director Ken Wang. "This collaboration brings with it a ground-breaking opportunity for advertisers to be involved with the broadcasts."