The FC Barcelona announced this Thursday that it has retained its title as the best online club in China for the third consecutive year, according to the report Red Card from Mailman who has recognized the Barçaonce again this 2022, for its digital performance in the Asian country, where it is present on five different platforms and has already exceeded 14 million followers.
Published by the consulting firm specializing in marketing and sport MailmanThe report Red Card ranks European football clubs, leagues and players according to their digital performance in Chinausing nine different indicators, such as followers or the level of interactions on digital platforms, among others.
In this sense, Mailman has awarded to Barça the highest possible score on the platform Weibobased on followers, growth and participation, and has thus surpassed all the club’s competitors.
On the other hand, the FC Barcelona it has also been the most followed club in Douyinanother popular platform in the country, and has become the first football club to accumulate 100 million likes, a record number of participation by platform users.
The figures are the result of the club’s project, which in 2021 diversified its digital presence in China with the launch of the channel Xiaohongshu del Barça, which offers content focused on the lifestyle of Barcelona’s rich culture, in order to strengthen the club’s connection with the female culé public and thus reach a new generation of fans, the so-called Generation Z, in the Asian country. In addition, the FC Barcelona was the first sports organization to launch a series of stickers and photo frames in Meitu XiuXiuthe second most popular app among this generation in Chinaand it was the first club of LaLiga to expand its strategic partnership with iQIYI Sports to develop a program that, through the members Premiumgrants exclusive privileges to the followers of the Barça in China and allows you to watch all the matches of LaLigto of the 2021-2022 season.
These projects and achievements reaffirm the Club’s commitment to continually expand its digital offer and explore innovative digital channels to connect with new audiences and strengthen the relationship with Barça fans in China.
Bryan Bachner, Managing Director APAC del FC Barcelonaexpressed his satisfaction with the achievement: “We are delighted to receive this award that reaffirms the club’s commitment to the millions of culés in China and acknowledges the growing interest of fans in the FC Barcelona in the last three years. Our goal is to create content that represents the unique style and values of the Barça, while reflecting Chinese culture in a dynamic and evolving digital environment. We will continue to provide innovative ways to bring our fans closer to the Camp Nou”.
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