This excerpt taken from the SOHU 8-K filed Apr 28, 2006.
2006 FIFA World Cup Update
On March 23, 2006, Sohu announced that the Company has partnered with SMGBB.cn, a subsidiary of Shanghai Media Group (SMG), to provide 2006 FIFA World Cup online video content in China. Chosen as SMGs exclusive portal partner for the World Cup, Sohu will work closely with SMGBB.cn to deliver 2006 FIFA World Cup broadband Internet video and photos to Chinese Internet users and football fans.
On April 24, 2006, Sohu also entered into a cooperation agreement with Sony BMG, the official music copyright owner of the 2006 FIFA World Cup, to acquire the wireless and Internet Premier Digital Release rights for the official music of the 2006 FIFA World Cup from Sony BMG. Sohu.com will be able to exclusively offer a full range of official music and video products of the 2006 FIFA World Cup music to wireless and Internet users in China.
As SMGBB.cns 2006 FIFA World Cup exclusive online video content portal partner and Sony BMGs exclusive wireless and online distributor for the official music of the 2006 FIFA World Cup, Sohu is taking the lead in becoming a major international online sports content provider in China. The FIFA World Cup is one of the most popular international sports events and we view our expanded content offerings for events such as this as an integral part of our strategy to increase Sohus branding power, attract more users and, as a result, capture more advertising dollars. As with our 2008 Olympics sponsorship role, we expect to leverage our portal and content strength to complement our wireless offerings, concluded Dr. Zhang.