Manchester United has announced a groundbreaking deal with Chinese digital media platform, Sina Sports.

As part of the deal, Sina Sports has secured exclusive rights to broadcast the club’s dedicated 24-hour MUTV channel, which will reach an estimated 108 million Chinese Manchester United followers.

Sina Sports will make MUTV programming available across the full spectrum of its digital platform, which includes its website, mobile site, and mobile app.

Manchester United group managing director, Richard Arnold, commented: “This is an important and exciting partnership, not only for Manchester United but also for our Chinese fans.

“The club works tirelessly on new and innovate ways in which we can engage with our fans and this is a classic example of how our commercial partnerships allow us to do this.

“MUTV broadcasting in China is not only a first for Manchester United, but also a first for any 24/7 dedicated Premier League club channel.

“We couldn’t have found a better partner to work with on this than Sina Sports.”

Arthur Wei, Sina Senior vice president and GM of Sina Sports, added: “This partnership is a great example of the vision we have to provide Chinese fans with more and more diversified, deeper sports content.

“Manchester United has deservedly won over 100 million fans in China and we are excited to see how the club will grow its following through this historic launch.

“We anticipate this will make great strides to change the way China watches and understands the game of football.”