February 13 – UEFA has expanded its digital presence in China setting up a new Champions League platform on WeChat – the Chinese multi-purpose messaging and social media app.
Last November UEFA relaunched its Champions League Weibo account in China. The two platforms will deliver premium content created for the Chinese market. This will include classic UEFA Champions League moments, player interviews and profiles, official data analysis and highlights.
The WeChat account will be a fan hub where supporters will have the chance to discuss football-related topics and will be driven by interactive activities around major Champions League events and matchdays.
A mini-programme for Chinese supporters called ‘Fans’ UEFA Champions League Glory’ will be created while UEFA said supporters will also have the opportunity to vote for their favourite teams, customise their own UEFA Champions League fan ID cards and play interactive games and quizzes for prizes.
“UEFA’s decision to set up social media platforms in China was an easy one,” said UEFA’s director of marketing Guy-Laurent Epstein. “Over 125 million fans globally follow the existing UEFA Champions League social media accounts, and we know there is considerable interest in the world’s premier club football competition in China, so we want to be in a position to give our fans there premium content in their own language.”
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