RED CARD 2018 CHINA DIGITAL FOOTBALL AWARDS © MAILMAN 2018 Red Card 2018 Foreword Welcome to Red Card 2018: China Digital Football Awards. teams have recognised this fact and we have seen several Since 2012, the report has developed alongside China's permanent ofces opened in China this year including Real fast-moving sports industry into the leading analysis on Madrid, FC Bayern, Borussia Dortmund, and VfL Wolfsburg. European football's China digital performance. The emergence of new platforms has also been a key So as to reflect the amount that China’s digital landscape has development. In 2016, live streaming was China’s hottest changed over the last 7 years, we have reimagined the trend. Following a number of trials and new regulations, it is report for 2018. Alongside the traditional rankings of the now beginning to find its place through ecommerce most popular team, player, and league online in China, there applications and increased access to clubs. 2017 saw the are now additional awards which allow the report to turn of community-based sports apps which grew in both recognise outstanding performance in 5 core areas. The popularity and standing. Platforms such as Dongquidi now report is now better placed to educate teams and ofer challenger clubs a chance to gain a foothold in the organisations on what it takes to produce a successful digital Chinese market by interacting directly with their core fans in strategy for China. By going deeper into the key areas that a less crowded space. lead to digital success, we are able to provide deeper insight into Chinese fan preferences and the pitfalls that Another important shift came in the broadcasting landscape should be avoided. where, for the first time, the majority of Chinese fans began to show a willingness to pay for content. The wait for this The headline awards were assessed by Mailman’s traditional change to occur saw some of China’s biggest broadcasting metrics and all 5 of the new awards have been judged by a platforms sustain huge losses. The leading digital platforms, panel of industry experts, another first for the Red Card. including Tencent and PPTV, are now working to refine their packages to match the market. Whilst access to top-level Once again, 2017 has been a busy year for China’s sports sporting content is still significantly cheaper in China than in industry. Although there were fewer headlines, it was a the West, this marks a big step in the maturation of the period of consolidation which has lead to a more Chinese sports industry. professionalised industry moving into 2018. At the core has been consumer behaviour and their approach to digital We hope that you enjoy Red Card 2018 and look forward to platforms. Their increasing selectiveness in the content that monitoring another year as China continues its rise to they consume on both Weibo and WeChat shows that the becoming the biggest sports industry in the world. days of overloading netizens with branded content are numbered. This trend further emphasises the importance of a complete digital strategy for China. Several European © MAILMAN 2018 Welcome to Red Card 2018: China Digital Football Awards. teams have recognised this fact and we have seen several Since 2012, the report has developed alongside China's permanent ofces opened in China this year including Real fast-moving sports industry into the leading analysis on Madrid, FC Bayern, Borussia Dortmund, and VfL Wolfsburg. European football's China digital performance. The emergence of new platforms has also been a key So as to reflect the amount that China’s digital landscape has development. In 2016, live streaming was China’s hottest changed over the last 7 years, we have reimagined the trend. Following a number of trials and new regulations, it is report for 2018. Alongside the traditional rankings of the now beginning to find its place through ecommerce most popular team, player, and league online in China, there applications and increased access to clubs. 2017 saw the are now additional awards which allow the report to turn of community-based sports apps which grew in both recognise outstanding performance in 5 core areas. The popularity and standing. Platforms such as Dongquidi now report is now better placed to educate teams and ofer challenger clubs a chance to gain a foothold in the organisations on what it takes to produce a successful digital Chinese market by interacting directly with their core fans in strategy for China. By going deeper into the key areas that a less crowded space. lead to digital success, we are able to provide deeper insight into Chinese fan preferences and the pitfalls that Another important shift came in the broadcasting landscape should be avoided. where, for the first time, the majority of Chinese fans began to show a willingness to pay for content. The wait for this The headline awards were assessed by Mailman’s traditional change to occur saw some of China’s biggest broadcasting metrics and all 5 of the new awards have been judged by a platforms sustain huge losses. The leading digital platforms, panel of industry experts, another first for the Red Card. including Tencent and PPTV, are now working to refine their packages to match the market. Whilst access to top-level Once again, 2017 has been a busy year for China’s sports sporting content is still significantly cheaper in China than in industry. Although there were fewer headlines, it was a the West, this marks a big step in the maturation of the period of consolidation which has lead to a more Chinese sports industry. professionalised industry moving into 2018. At the core has been consumer behaviour and their approach to digital We hope that you enjoy Red Card 2018 and look forward to platforms. Their increasing selectiveness in the content that monitoring another year as China continues its rise to they consume on both Weibo and WeChat shows that the becoming the biggest sports industry in the world. days of overloading netizens with branded content are numbered. This trend further emphasises the importance of a complete digital strategy for China. Several European Red Card 2018 Panel Introduction Andrew Collins Zhang Zhe Yu Hang CEO Senior Operations Director Advisor to the Chairman Mailman Group Weibo Sports DDMC Sports Group Since acquiring Mailman in 2007, Zhang Zhe is responsible for the Yu Hang is in charge of overall Andrew has transformed the business operations, strategy, and UX operations at DDMC Sports and into a globally recognised consultancy. management of various departments responsible for the strategy of the entire Mailman has become the fastest within Weibo, including Weibo Hot Spot, sports department. His previous roles growing sports marketing and Weibo Sports, Weibo Fitness, Weibo include COO at LeSports, Director of innovation group with investments E-gaming, and Dancing. Partnerships at Sina Sports. He is also across technology, media and content. an experienced keynote speaker. Zeng Gang Richard Young Executive VP of Media Division Managing Director Suning Sports NFL China With huge experience in the sports, During Richard’s illustrious career in entertainment, and culture industries, Asia, he has been responsible for Mr. Gang has worked on large-scale launching China’s first nationwide HD sports event operations, popular sports sports cable channel, founded The content and sports merchandising. He Young Company, and is now became Executive VP of the Suning responsible for the NFL China’s Sports Media Division in 2016. day-to-day operations and strategy. © MAILMAN 2018 Red Card 2018 The Winners Number One Number One Number One Club Online Player Online League Online in China in China in China Manchester Lionel Bundesliga United Messi Best Best Best Best Best Live Use of Sponsor Online Tour Stream Technology Activation Campaign Campaign Borussia FC Bayern Arsenal Bundesliga FC Bayern Dortmund © MAILMAN 2018 Red Card 2018 Manchester United is the Their WeChat Red Devil The club interacted with Manchester most followed club on both selfie creator activated Luhan, one of China’s Weibo and WeChat 80,000 people biggest celebrities, to create United’s the second most engaged 2017 post of any club in 2017 The club’s WeChat gained 3x Manchester United’s Europa The biannual ‘#ILoveUnited’ more reads than the 2nd League win was the most event is the biggest ofine No. most popular club account, read European football club sponsorship event in China Club Online1 Real Madrid WeChat article of all time by a football club “With over 107m followers, China is one of Manchester United’s most important markets in China and we have a long history of innovation and fan engagement in the region. Through data analysis, geo-specific content creation and on-the-ground activities, we continue to be the most followed football club on China's major social media platforms: Sina Weibo and WeChat. We are honoured to receive the Red Card award for the second consecutive year Manchester and we are excited about the ongoing opportunities to innovate and build our brand, allowing our fans in China to interact with the club and our products.” United Phil Lynch, CEO of Media, Manchester United 2. 3. 4. 5. Real FC Arsenal Liverpool Madrid Bayern © MAILMAN 2018 Red Card 2018 European Clubs in China Real Madrid 2017 Takeaways Champions League Victory 2017 saw a 50% increase in new European football clubs predicted to be worth well in excess of $1.5 billion by 2020. Manchester United’s online on Weibo, but a much smaller increase of 10% Esports ofer clubs access to huge numbers of new, engaged Interaction with Lu Han launching on WeChat. This platform has still seen the large consumers through a variety of methods including majority of football clubs struggle to reach their ambitious investment into teams, establishing academies, utilising targets.