Mailman Group’s Red Card 2014 China Digital Champions League Reveals Chinese Social Media Winners

February 20, 2014

Report ranks football clubs engagement on Chinese social media

SHANGHAI, Feb. 20, 2014 /PRNewswire-iReach/ — Mailman Group today announced the release of the third annual Red Card, an assessment of the top performing European football clubs and their success on China’s digital and social media.

(Photo: http://photos.prnewswire.com/prnh/20140220/MN68764)

The report considers a number of performance indicators, representing a total assessment of the clubs performance in China’s digital sphere. It includes total follower numbers across the key Chinese social media accounts, engagement of fans, official accounts, localized websites and independent fan polling.

This years report includes one off features from China’s leading sports platforms Hupu and Sina Sports, a special feature on sponsorship in China and a review of WeChat. Now with over 400m active users, WeChat is highlighted as the go to social network as evidenced by a reported 6 professional teams now on the channel.

This year exploded with professional football teams exploring new channels to support their Chinese social media, the biggest mover being Bayern Munich who, off the back of their Champions League winning season, were well rewarded with a surge in popularity.” said Andrew Collins, CEO of Mailman Group. “Moving forward, China’s appetite for professional football is really only just getting started.

Key insights of this study include:

- With China becoming a major focus for their competitors, last year’s winner drops to 7(th) place.
- Only 6 teams have a presence on WeChat: China’s fastest growing platform.
- Lionel Messi has a Chinese fan base twice the size of Manchester City’s.
- Sports sponsorship makes up 77% of total sponsorship spending in China.
- PSG became the first French team to launch in China.

See full Red Card report here: http://mailmangroup.com/<wbr />red-card-2014.html


Established in 1999, Mailman pioneered many of China’s early media, technology and advertising initiatives, helping over 100+ brands develop in China, including global football teams, entertainment companies, celebrities and more.

To learn more about the 2014 China Digital red Card’ or enquire about business, contact:

David Hornby
+86 (21) 6445 9899

Media Contact: Karen Schuster, Mailman Group, 15001757983, karen@mailmangroup.com

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SOURCE Mailman Group

Source: PR Newswire

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