Dorna Sports, series promoter of the World Superbike Championship (WorldSBK), has agreed a two-year deal with China Sports Media.
- Series will be broadcast on Douyin, a short-form content streaming platform owned by Bytedance, the parent company of TikTok
- Broadcast deal is in place until the end of the 2024 season
Context: This agreement coincides with Chinese motorcycle manufacturer Kove joining the Supersport 300 World Championship, which runs as a support series of WorldSBK. Douyin is anticipated to reach a user count of 800 million this year.
Coming next: Douyin is essentially the Chinese version of TikTok, which makes this media rights deal an intriguing one. Clearly targeting the next generation of fans, this represents a new avenue of engagement that smaller series may look to benefit from.