FIFA is making efforts to strengthen its digital presence in China, marked by its opening of an official FIFA WeChat account, a microsite in Mandarin, FIFAofficial.cn, as well as a proposed online campaign “FIFA World Cup Wish.”
The world’s professional football governing body has already launched its Weibo accounts, @FIFA国际足联 and @FIFA世界杯, whose number of followers has already reached 447,284 and 406,588 by the date of this article.
As stated in a news report, “the official FIFA microsite, FIFAofficial.cn, is an extension of FIFA’s main information hub FIFA.com.” It aims to offer football fans in China with news and video content related to all FIFA competitions. Fans will have access to match highlights from the 64 games in the 2018 FIFA World Cup as well as exclusive original content.
On Wednesday (April 25), FIFA will also launch its account on the WeChat platform @FIFAOfficial as a way to engage more Chinese fans with premium content.
On Friday (April 27), the aforementioned campaign will be launched on FIFAofficial.cn, allowing Chinese fans to share their wishes for the World Cup as well as find opportunities to make their dreams come true.
Proofread by William Logsdon