Manchester City and Tencent kick off plan to raise the profile of football in China
Manchester City FC and Tencent have signed a deal to create content during the football team’s tour of China, helping raise the profile of the sport in the country.
Manchester City inks deal with Tencent
The deal will consist primarily of behind the scenes footage, using Tencent’s digital properties like WeChat to take the action into the hands of Chinese people.
A central pillar to the content will be a player meet-and-greet for Tencent Sports users. Content from the games and behind the scenes will be streamed on Penguin Live.
Tom Glick, chief commercial officer at Manchester City Football Group, said: “The reach and strength of Tencent’s media channels make them a market leader in their field and everyone at Manchester City is hugely excited to kick start our partnership with them.
"We believe the extent of their channels, coupled with the engaging and compelling content we produce, will enable football fans to gain unique insights into Manchester City and how we are preparing for the upcoming season under Pep Guardiola. By collaborating with Tencent, we hope to not only bring current football fans closer to the action, but to also introduce the wider public to the excitement and togetherness football generates on and off the pitch.”
Tencent will benefit from hosting content with a popular football team in the country but the ultimate goal is to help Manchester City grow its footprint in China, according to Zhao Guochen, general manager of Tencent Sports.
“Via the various online and offline activities delivered by Tencent Sports, we are confident Manchester City will grow their Chinese fan base. We have been committed to promoting the development of football in China for many years. With the exclusive content provided by Manchester City, more Chinese football fans can truly enjoy the happiness and excitement of football,” said Guochen.
The club isn’t on its own in trying to score with Chinese consumers, Manchester United has also long been courting its large fanbase in China. This week Manchester United said it was "committed" to its Chinese fan base during a tour of the country.
In terms of digital media presence in China, Bayern Munich has stolen a march on UK clubs but both Manchester City and Manchester United are within the top 10.