The German Football League (DFL), the operating body for German soccer's Bundesliga, has agreed a partnership with Chinese digital firm Baidu, reports, www.sportspromedia.com/.

The tie-up will see Baidu work with the Bundesliga to develop digital products tailored to the Chinese marketplace. The DFL is the first European soccer organisation to partner with Baidu.

"With this partnership, we will further expand the top position that the Bundesliga holds in China," said Christian Seifert, the DFL chief executive.

"We will consistently continue the strategy that we have pursued in recent years - that of directing our efforts to valuable partnerships in the media and digital sectors, and of investing in our product offerings."

Susanne Timosci, the director of interactive media at the DFL, added: "With a China-wide coverage level of over 97 per cent, as well as the comprehensive product portfolio with numerous social-marketing tools, Baidu is a further important strategic partner for the Bundesliga. As its premium partner, we will provide support to the company in the future, as it implements its ambitious growth goals, from which the Bundesliga also benefits."