On September 23, Weibo announced that it had reached a strategic partnership with the Chinese Football Association's Super League (CSL). According to the agreement, Weibo will become the official social media platform of CSL. The two parties will jointly build around the IP of CSL, promote the further precipitation of the IP social assets, and enlarge the copyright value. Meanwhile, fans will be able to watch the post-match press conference and abundant innovation and innovation content through Weibo, and interact with clubs and players online.
The resumption of the 2022 season home and away Chinese Super League competition is becoming increasingly white-hot. The 18-team season stretches from early June to mid-November. As the highest professional football league in the Chinese mainland, the CSL started in 2004 as the former China League A, which was established in 1989. Despite the impact of the epidemic in the past few years, the Chinese Super League has been the first to resume matches as the prevention and control of the epidemic has entered a normal stage, which has promoted the recovery of the domestic sports industry. The cooperation with Weibo will help CSL combine offline matches with online interaction and further expand IP value.
Based on the cooperation between the two sides, during the match, CSL will share the match video highlights and various statistical results of a single match through its official account on Weibo, guide users to participate in the single best player vote, and broadcast the post-match conference on Weibo. In addition, CSL operators will promote interaction between CSL clubs and users on Weibo, create benchmarks for popular players, and set a healthy and positive role model for Chinese football by running content around the game and the players themselves. So far, 18 Chinese Super League clubs have settled in, and more than half of the current players have opened Weibo accounts.
After a series of football events such as the European Championship, the Copa America and the World Cup, as well as comprehensive sports events such as the Olympic Games and the National Games, Weibo not only provides a social platform for users to observe, participate in and discuss major sports events, but also provides a social space for a wide range of sports fans to communicate and share daily. Weibo users can not only participate in the tournament discussion through various forms such as text, text and video, but also further realize the cross-screen communication under hot spots through Weibo information flow, chat community, live streaming, live discussion and hot chat, as clubs and players move in.
Looking back at the 2021 season, Weibo data showed that the related topics were read 7.7 billion times, the online interaction reached 260 million times, and the video playback reached 900 million times. Hot topics such as "Shandong Taishan Super League win", "Wang Dalei cried", "Zheng Zhi's master pass", "Guo Tianyu's knockout" and "Fellainiva's goal" recorded the highlights of the match.
Since the start of the 2022 season, Weibo has invited big footballers such as Han Qiaosheng, Song Chengliang and Li Yi, hundreds of big footballers from other fields on the platform, and many industry media such as football newspaper to form a CSL team to bring immersive viewing experience to Weibo platform users. At the same time, users can also sign in to clubs already on the platform for additional voting rights, cheer for their favorite teams and players on the Super League Cheer list, and get first-hand off-field information by following teams and players with one click.
At present, 18 Chinese Super League clubs and 618 coaches and players have opened the Super League service, achieving complete coverage. During the tournament, the club will promote fans to visit and participate in the community discussion through the activity of "signing in to unlock the limited title" to create a good cheering atmosphere. Among them, Dalian People Professional Football Club's super word "Dalian People" has accumulated more than 224,000 fans. After its replacement into the Chinese Super League this year, the style of "pressing and playing" has become a new slogan for fans to post discussions.
Live streaming has also become a standard feature of microblogs in sports. In 2022 season, in addition to the previous live programs, Weibo has jointly created a number of new IP programs, such as "Big Talk Zhongchao", "Wait and see" and "The Sound of Rumi". Among them, "Super League" will be broadcast live around the hot events of the Chinese Super League, and invite well-known international players and cross-border big V to participate in it, while "Wait and see" and "Voice of Lumi" will be created by senior Chinese football journalist Yu Jing and senior fans of Shandong Taishan, respectively, to create differentiated content. At the same time, Weibo also combines the live discussion room function launched this year with the CSL match, promoting users to watch the match and chat about the match with Big V in the room, so as to fully mobilize users' activity.
"Every event brush weibo" fixed action will be perpetuated in the Chinese super league, weibo will 5.82 YiYue with its complete coverage of the industrial chain and the advantage of active users, show the head of social media platforms are bred in a sports event IP great value, will help the Chinese super league partners settling social assets, further enhance the brand influence. Not only that, 2022 is a big year for sports events. The quadrennial World Cup at the end of the year may continue the popularity of Chinese Super League football, setting a new height for the whole network to participate in football events.