Connecting with a new generation

Tencent has blazed a trail in streaming live action from the world's top professional leagues in recent years, and the company believes the way new generations of fans consume sport online is vastly different from traditional media.

Having invested massively in digital media rights, Tencent Sports' Hot Blood Champions Season has attracted huge numbers of fans with an aggregated live broadcasting package that includes the NBA and NHL playoffs and, in soccer, the final phases of the UEFA Champions League and English Premier League.

A recent live discussion of the Hot Blood Champions Season revealed how far some fans were willing to go to watch the games.