The deals follow a recent visit to China and Japan by the UEFA President, Michel Platini, and UEFA says that the agreements reflect "the growing importance of the region for UEFA and the increasing interest of football fans there in its competitions".
CCTV, the largest national free-to-air broadcaster in the Chinese market – reaching over 350 million homes in the country – was awarded the TV rights for all 31 matches at UEFA EURO 2008™, while SINA.com has been granted the new media rights.
CCTV will broadcast all the games live on either CCTV5 (27 matches) or CCTV Soccer Channel (four matches), as well as highlights programmes at peak local time. SINA.com will show all 31 finals fixtures live and free of charge through its online and mobile services, enhancing the Chinese football fans' experience by allowing them new alternative opportunities for viewing games.
In Japan, the free-to-air channel TBS will broadcast a selection of UEFA EURO 2008™ matches live. In addition, this will be complemented by full match coverage and programming offered by the pay-TV platform WOWOW TV.
"China is one of the most important football publics in the world and thanks to CCTV and SINA, Chinese football lovers will now have full opportunity to enjoy the entire UEFA European Championship live on television, the internet and through their mobile phones," said Michel Platini. "In Japan, we know that there is enormous interest and passion for European football, and with the agreements with TBS and WOWOW TV, Japanese fans are fully catered for.
"We hope that the great interest the Asians have developed for European football will elicit more people taking up the sport," the UEFA President added, "and that soon we will see the emergence of some great Asian football talents."
