The joint venture, called Beijing Xin’ai Sport Media Technology Co, will see the existing Super Sports Media app upgraded and rebranded iQIYI Sports, in response to the great development potential of streamed sports content in China.

The app will offer live football coverage from the Premier League, EFL Cup, and the UEFA Nations League, as well as tennis from the Australian Open, ATP Tour and the WTA Tour.

“iQIYI is a clear leader in the Chinese online video market, having established a strong brand name and won the favour of countless viewers through their extremely popular original variety shows and online dramas,” said Yu Lingxiao, president of Super Sports Media and CEO of the Super Sports Media – iQIYI joint venture.

“Combining premium sports content from both companies along with Super Sports Media’s years of experience in online sports coverage and iQIYI’s user base numbering in the hundreds of millions, I am confident our new partnership will provide users with best in sports content and a greatly improved viewing experience.”

Super Sports Media launched mainland China’s first pay-per-view model for sports content in 2013, and via a range of broadcast platforms has provided live English Premier League matches to Chinese football fans ever since.

Wang Xiaohui, chief content officer at iQIYI said: “Super Sports Media is a strategic partner with high-quality licensed content and professional operation experience. I believe we can work together to create a super online sports platform through high-quality licensed content, event operations, advertising and membership services. This cooperation also lays a good foundation for continued investment in sports content”.

Super Sports Media, which was founded in 2010, is a leading service provider in the Chinese market for sports marketing, sports culture communications and sports copyright distribution.