October 31: Weibo has struck a deal with Real Madrid, making the social media giants with over 80 million sports fans, becoming the official social media platform in China for the current LaLiga champions. 

Under the terms of their agreement, the two sides will jointly deliver the club’s daily news, training and matchday videos, as well as fan engagement campaigns on Real Madrid’s official Weibo Account, while Weibo’s sports accounts, Weibo Sports and Weibo Football will distribute videos of the club’s highlights. 

Additionally, the two parties will also seek to find new marketing approaches to serve the club’s sponsors. With the club winning the 2016/2017 UEFA Champions League, a Real Madrid video featuring the club’s Chinese sponsor Yili has been watched over hundreds of million times on Weibo. 

In fact, Weibo has been acting as the official social media platform of LaLiga since March 2017. On the league’s official Weibo account (@LaLiga西甲联赛), fans can enjoy league contents including interviews with players, highlights of games and can also receive the latest information from fan engagement campaigns hosted by the Spanish league.  

Source: iFeng 

Proofread by Raymond Fitzpatrick