London-based digital media company Copa90 has agreed a partnership with sports digital consultancy and marketing platform Mailman to take its youth-focused football content into the Chinese market.
Mailman will localise and distribute Copa90 content to Chinese audiences across platforms including social media site Weibo and video sharing site Miaopai. Mailman, based in Shanghai, will also be managing a network of key influencers to drive the Copa90 brand.
This original content will be published across Copa90 social media. Mailman will manage media partnerships with football and sports platforms to promote the Copa90 brand. In addition, Mailman will provide content ideas to Copa90 specific to the China market, as well as cooperate with Copa90 to develop new China-specific original content with a view to securing content monetisation, via both B2C and B2B methods.
Copa90’s expansion in China is timed to make the most of growing interest in the sport and the fact that 2018 is a Fifa World Cup year.
Ross Whittow-Williams, chief operating officer of Copa90, said: “The Chinese Super League is now recording higher average attendances than Serie A in Italy and Ligue 1 in France. Quite simply, we recognise the Chinese football opportunity as one of the biggest in global sports media.
“The partnership itself is the perfect blend of Mailman’s audience and ‘in-market’ expertise and Copa90’s best-in-class football content and media capabilities. It will create a powerful and one-of-a-kind product for football fans in China. We see the Asian market as a big strategic opportunity for us and we look forward to establishing Copa90 firmly as the most loved football media brand across the region.”