Football giants Manchester United will become the first English football club to have a dedicated 24/7 channel broadcast in Mainland China after signing a deal with Chinese sports media platform Sina Sports.

The MUTV digital channel is expected to launch on January 17, providing subscribers with exclusive Manchester United content including; player access, interviews of club staff, side-line video, and scenes from players’ lives off the field. The channel also includes full coverage and highlights of all Manchester United matches (subjected to UEFA broadcast restrictions), coverage of weekly press conferences and pre-match build up with club legends.

In addition, MUTV provides fans with exclusive first-team, manager and coaching staff interviews, documentaries, club news and more.

Specific financial details of the agreement haven’t yet been disclosed however a ‘long-term’ deal has been reported. Established in 1998, coincidentally the same year as the launch of MUTV, SINA Sports was the first ever online sports platform in China and offers fans access to sporting events including the European Champions League, English Premier League, AFC Champions League, WTA Zhuhai, NFL, PGA tour etc.

United has typically enjoyed a strong following in China with an estimate 108 million United fans which was reflected in the matches they played in Shanghai during the 2012/2013 pre-season tour. It’s only going to improve with this latest development as well as their planned 2016/2017 pre-season tour featuring matches in China.

For those with the eager eye, Manchester United hinted at the deal with LED screens surrounding the field during United’s match against Swansea at Old Trafford on January 2 flashing a message in Chinese characters that read “MUTV is coming to China. Be on the lookout!”

Simultaneously, fans were encouraged to share the picture on Chinese sharing platform Sina Weibo for the chance to win Manchester United prizes. Sina Sports and Manchester United are working together throughout the month of January to hold a variety of fan engagement activities in the lead up to the launch. And to commemorate the launch, Sina Sports and Manchester United will hold a joint press conference in Beijing on January 17 that will start at 8pm.