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90min forms content partnership with Sina Sport to reach Chinese football fans

Football platform 90min has joined forces with China’s Sina Sport to provide fan-driven international football content to the Chinese market through attracting and engaging the next generation of football fans.

The partnership will see content on European football leagues by 90min published within a dedicated Sina Sport section on the platform, as well as on a newly-setup official 90min Weibo account.

In addition, 90min has created a dedicated community team which will curates and publishes all content in Chinese. Its product and tech teams will also help enable fan interactions by providing Sina Sport with 90min’s proprietary fan engagement tools.

“We at 90min are excited to partner with Sina Sport. This agreement allows us to share our passion for international football with the Chinese fan base, and also enables both companies to reach an untapped audience. Together, we provide credibility and scale to media partners looking to make a splash in the football publishing sector within China and beyond,” said Asaf Peled, founder and chief executive of 90min.

Both companies have already started working on a campaign together, amplifying a 90min-led Budweiser campaign within the Chinese market. The campaign included distribution of Budweiser’s 2018 World Cup Man of the Match video assets across Sina and Weibo.

The Drum previously spoke to Andres Cardenes, 90min’s global head of soccer, about how the platform covered the 2018 World Cup through its 90min FanVoice Captains, who lead its social influencing efforts, fan reporters and video producers.

Ahead of the English Premier League kicking off again, many content providers have been seeking out partnerships with Chinese media firms in order to capitalise on the growing interest in the sport. Copa90 signed as a partner with Mailman and Dugout has similarly signed a deal around its content.

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