U球直播 (UQiu Live) is a Chinese sports media platform operated by Shenyang Baile Network Technology Co., Ltd. It serves fans with live sports broadcasts, real-time scores, schedules, news and competition data. Its coverage includes major football leagues and tournaments such as the English Premier League, La Liga, Bundesliga, Serie A, Ligue 1, the Chinese Super League, the UEFA Champions League and the European Championship, alongside basketball competitions including the NBA, CBA and WNBA. The platform also lists tennis, baseball and esports scores, with coverage of games such as DOTA2, League of Legends, CSGO and KOG.

U球直播 promotes free access to live sports and offers high-definition viewing, match subscriptions and an iOS and Android app. Viewers can interact with hosts, chat about games, post comments and send gifts during broadcasts. Additional features include football and basketball data libraries, rankings, match recommendations, expert commentary, sports news and community content. The site also provides guidance and rules for hosts, broadcast tools, customer support and channels for feedback, bringing viewing, information and fan engagement together in one service.