Migu, the digital content unit of China Mobile, has announced that it has upgraded its cooperation with the English soccer's top-tier Premier League in terms of new media broadcasting rights.

The two sides will collaborate to launch exclusive and customized content related to the Premier League, create more opportunities for Chinese fans to get close to world-renowned soccer stars and offer online and offline viewing experience. They will also continue the fight against copyright infringement and pirated broadcasting, Migu said.

The company has extended its strategic partnership with the Chinese Basketball Association in live broadcasting rights until the 2029-30 season. It has also strengthened collaboration with Slam Sports, a State-owned enterprise engaged in the planning, organization, marketing and promotion of basketball events, to broadcast the games of the national basketball team.

Moreover, Migu has also signed agreements with CCTV.com, the online media outlet affiliated to the China Media Group, to cooperate in diversified formats of video content production, as part of the company's broader push to expand presence in fields like TV series, films and documentaries.

Migu said it will utilize advanced digital technologies such as artificial intelligence to bolster innovation in digital content sector.

fanfeifei@chinadaily.com.cn