The NFL and Sina Weibo jointly announced on September 11 that Weibo will continue to be the Official Chinese Social Media Platform of the NFL for the 2018/19 season. The two parties will enhance and strengthen their collaboration.
The two parties, first reached a partnership in 2016 with Weibo becoming the Official Chinese Social Media of NFL.
Weibo and the NFL will continue to work around content and fan engagement and plan to have better services for fans in these two aspects. Regarding the content aspect, the NFL will provide more premier official content and produce videos suitable for the Chinese fans and market. They will provide richer and more diversified content types that cover the needs of both general sports fans and more professional fans. Followers will be able to pick up on Weibo live content of the Super Bowl and half time show.
With fan engagement, the NFL will develop American football accounts communities on Weibo by connecting different accounts of clubs, players, fans and teams. When there are important games such as the Super Bowl, the NFL will launch quizzes, draws and interactive activities to engage Chinese fans.
Weibo hopes to take advantage of its user base to help the NFL grow its social media assets, brand influence and commercial value in China. It plans to help promote the NFL by setting up a dedicated NFL channel under the Weibo Sports Events Channel, collecting NFL content and interactive products from the platform. It will also enable Weibo Hongbao to encourage consumption of NFL content.
Proofread by Raymond Fitzpatrick