As millions around the world settle into couches and tune into the Super Bowl on big-screen TVs on Sunday, fans in China will be watching the American football championship on mobile phones and tablets - on their way to work.
The National Football League is looking to score with audiences in China, where the game starts during morning rush hour, via a push on social media. For the first time, the Super Bowl will stream live on popular messaging platform Sina Weibo.
The stakes are high for the league's bid to tap the enormous potential of China's 1.4 billion people. U.S. sports leagues and media companies are increasingly looking to China's market for growth. World Wrestling Entertainment, for example, is training Chinese athletes
in hopes of turning them into television sensations.
For this year's Super Bowl between the New England Patriots and Atlanta Falcons, one of the biggest hurdles is the Sunday afternoon kickoff, which will come at 7:30 on Monday morning in China, 14 hours ahead of game time at NRG Stadium in Houston, Texas.