World football’s world governing body, FIFA, has launched its digital presence in China in a bid to increase its popularity amongst football fans in the Asian country.
Social media accounts like Instagram, Twitter and Facebook are all banned in China meaning that Weibo represents the means for FIFA to reach football fans in the country.
Weibo is regarded as the largest social media platform in China with 392 million active users on a monthly basis.
Speaking about its partnership with FIFA, Weibo’s CEO Wang Gaofei said: “As the world’s largest Chinese social media platform, Weibo has 392 million monthly active users, of which more than 100 million are interested in sports.”
“FIFA will leverage the unique advantages of the Weibo platform to grow its presence in China and provide Weibo users with exciting initiatives.” he concluded.