Sina Obtains Broadcasting Rights for European Soccer

Sina Obtains Broadcasting Rights for European Soccer

English Premier League and Italian Series A Matches

SHANGHAI, China, Aug. 9 /Xinhua-PRNewswire/ -- SINA Corporation (NASDAQ: SINA) , a leading online media company and value-added information service provider for China and for the global Chinese communities, today announced that it has obtained online broadcasting rights in China for the much coveted soccer matches of the English Premier League and Italian Series A.

As one of the most popular European soccer leagues, the English Premier League has an audience in China in the tens of millions. Starting from August 11, 2007, Chinese soccer fans will be able to watch English Premier League matches live either via paid TV or the Internet. As the availability of paid TV is limited in China, SINA brings Chinese soccer fans more options by offering live, online broadcast of the games.

SINA's Broadband will carry live, online coverage of all 1,140 English Premier League matches for the next three seasons lasting until 2010. Web users will be able to subscribe on an annual, monthly, and per-game basis at Rmb380, Rmb38 and Rmb3.8, respectively. In addition, SINA Sport Channel's in- depth coverage will also feature replays of the most exciting action plays on a free-of-charge basis.

Separately, SINA also obtained the rights to provide live, online broadcast of the world-renowned, professional soccer league Italian Series A in China.

"We are delighted to be chosen the only online portal in China to offer live broadcasting of both the English Premier League and the Italian Series A," said Tong Chen, Executive Vice President and Chief Editor of SINA Corporation. "These two deals are not only a perfect complement to our already strong offering of domestic and international sports events, but also reaffirm SINA's position as a pre-eminent online sports broadcaster in China. Leveraging our unique advantages as a leading online portal and our first- class video streaming technology, SINA is able to provide Chinese soccer fans with enhanced multimedia experiences, integrating comprehensive sports news coverage, timely commentaries and interactive sports communities. '

About SINA

SINA Corporation (NASDAQ:SINA) is a leading online media company and value-added information service provider for China and for global Chinese communities. With a branded network of localized web sites targeting Greater China and overseas Chinese, the Company provides services through five major business lines including SINA.com (online news and content), SINA Mobile (mobile value-added services or "MVAS"), SINA Community (Web 2.0-based services and games), SINA.net (search and enterprise services) and SINA E- Commerce (online shopping). Together these business lines provide an array of services including region-focused online portals, MVAS, search and directory, interest-based and community-building channels, free and premium email, blog services, audio and video streaming, online games, classified listings, fee- based services, e-commerce and enterprise e-solutions.

Safe Harbor Statement

This announcement contains forward-looking statements that relate to, among other things, SINA's strategic and operational plans. SINA may also make forward-looking statements in the Company's periodic reports to the U.S. Securities and Exchange Commission, in its annual report to shareholders, in its proxy statements, in its offering circulars and prospectuses, in press releases and other written materials and in oral statements made by its officers, directors or employees to third parties. SINA assumes no obligation to update the forward-looking statements in this release and elsewhere. Statements that are not historical facts, including statements about the Company's beliefs and expectations, are forward-looking statements. Forward- looking statements involve inherent risks and uncertainties. A number of important factors could cause actual results to differ materially from those contained in any forward-looking statement. Potential risks and uncertainties include, but are not limited to, SINA's limited operating history, the uncertain regulatory landscape in the People's Republic of China, the changes by mobile operators in China to their policies for MVAS, the Company's ability to develop and market other MVAS products, fluctuations in quarterly operating results, the Company's reliance on online advertising sales and MVAS for a majority of its revenues, the Company's reliance on mobile operators in China to provide MVAS, any failure to successfully develop and introduce new products and any failure to successfully integrate acquired businesses. Further information regarding these and other risks is included in SINA's Annual Report on Form 10-K for the year ended December 31, 2006 and its other filings with the Securities and Exchange Commission.

   For more information, please contact:     Cathy Peng    SINA Corporation    Tel:   +8610-82628888 x3112    Email: ir@staff.sina.com.cn     David Pasquale    The Ruth Group    Tel:   +1-646-536-7006    Email: dpasquale@theruthgroup.com  

Source: SINA Corporation

CONTACT: Cathy Peng of SINA Corporation, +86-10-82628888 x 3112, or
ir@staff.sina.com.cn; David Pasquale of The Ruth Group, +1-646-536-7006, or
dpasquale@theruthgroup.com, both for SINA Corporation

Web site: http://www.sina.com/

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Profile: International Entertainment