September 7 – Premier League Tottenham Hotspur have added to social media presence in China by becoming the first English Premier League Club to launch on the country’s short video app, Douyin.
Douyin was the sixth most downloaded app in the world in the first quarter of 2018, ahead of established platforms such as Youtube, Instagram and Facebook, having exploded in popularity amongst millennials late last year with over 100 million registered users, 85% of which are under 24.
Tottenham Hotspur will utilise the platform, which gives users the opportunity to swipe through, like and comment on the auto-playing 15 second videos that are displayed, by providing content such as skills, goals and behind-the-scenes footage, using players such as Harry Kane, Dele Alli and Heung-Min Son.
Spurs estimated fanbase of around 45 million in China, with major Official Supporters’ Clubs in Beijing and Shanghai.
They have also worked to develop relationships with Chinese firms over the last four years, having unveiled LEAGOO as the club’s official Mobile Phone Partner in a five-year deal that began last year, and expanded their charitable activity in China with a partnership with Jaguar Land Rover China and the Soong Ching Ling Foundation that saw under-privileged children train with club coaches at Spurs’ Enfield training ground.
Donna Maria-Cullen, Executive Director, Tottenham Hotspur, said: “We are constantly looking at innovative ways in which we can further engage our young and growing fanbase.
“The progress of our team on the pitch in recent years, coupled with the stand-out performances of our players at this summer’s FIFA World Cup, has led to increased demand for unique club content in line with the growing popularity of football in the region.
“We are delighted to be working with Mailman to launch this new and exciting partnership with Douyin, a first for a Premier League club, and one whereby we hope to bring our fans closer to the Club and its players than ever before.”
Contact the writer of this story, James Vukmirovic, at moc.l1734896174labto1734896174ofdlr1734896174owedi1734896174sni@o1734896174fni1734896174
