Alibaba's payment and financial services affiliate Alipay is expected to become the exclusive official partner for China Central Television's Spring Festival Gala this year.
Alipay has teamed up with dozens of companies such as Minsheng Life Insurance and Youku Tudou to give users cash coupons or vouchers during the interactive sessions of the gala.
The cooperation represents Alipay's effort to battle Tencent's WeChat payment services.
During last year's Spring Festival Gala, 500 million yuan or 76 million U.S. dollars' worth of virtual red envelopes were given to users by WeChat.