Photo/Dfic

Jan.3 (NBD) -- Alibaba Group is to ramp up integration of its sports and culture and entertainment business.

The Group announced Wednesday Zhang Dazhong left the position of Alisports CEO but will remain on board and serve as consultant of the company.

Dai Wei, general manager of Youku Sports and children division, succeeded Zhang.

Founded in September 2015, Alisports aims to set up a basic platform for China's sports economy.

Its establishment came as the sport industry were experiencing growth spurt and Alisports, LeSports, Wanda Sports, China Sports Media, and Tencent Sports became the five titans in the field.

It is noticed that prices for broadcasting rights to games have surged incredibly over the past several years.

For instance, Chinese retailer Suning Holdings Group's online TV unit PPTV spent 1.35 billion yuan (196.7 million U.S. dollars) in 2017 to take the streaming rights of CSL (Chinese Super League) for one year, far more than the rights cost of 8 million yuan (1.2 million U.S. dollars) for the 2014-2015 season of CSL.

However, as LeSports was mired in debt due to the financial crisis of its parent company LeEco in mid-2017, the industry bubble burst gradually.

Compared with other giants, Alisports chose a path for smooth development.

In the past three years, the company focused on collaboration with Suzhou, Hainan and Chongqing in smart sports city project, campus sports and e-sports, as well as partnership with international and intercontinental organizations such as International Olympic Committee, FIFA and Olympic Council of Asia.

Then sports firm achieved remarkable expansion in games field last year.

The CUFA (China University Football Association) operated by Alisports completed a sponsorship deal with Adidas in June. Later in August, the company won the operation right to CUBA (Chinese University Basketball Association) for the next seven years.

Alisports is expected to be another part of Alibaba Group's strategy for ambitious foray into the sports market, in addition to the Group's deployment in game streaming via its video streaming unit Youku.

The flagship video website has acquired rights to broadcast a series of games so far.

Last year, Youku, partnered with China Central Television to streaming 2018 FIFA World Cup during June and July, making it the first Chinese online video platform that obtained such rights.

In July, Youku also gained access to the games resources of PPTV, new media unit of Suning Sports, through an investment of Alibaba's culture and entertainment arm in Suning Sports. Youku is allowed to provide its members with live stream for games, including the UEFA Champions League, the Premier League, La Liga, Chinese Super League, AFC Champions League and the AFC Asian Cup.

Email: zhanglingxiao@nbd.com.cn