Football-focused digital media platform Dugout will launch in China after agreeing a partnership with sports digital consultancy and marketing platform Mailman.
Under the agreement, Mailman will localise, customise and distribute Dugout content to Chinese audiences across platforms including social media services Weibo and Douyin.
Mailman will use its platform, technology, studio and network throughout China to promote Dugout and ensure it gains maximum exposure across the country.
Matthew Baxter, president of Dugout, said: “Dugout is excited to launch in China as we believe it is a great opportunity to distribute our original and branded content to the Chinese audience in a highly localised manner, which will aid us in developing passion points with Chinese football fans.”
Since launching in December 2016, 77 clubs, one national federation and two leagues have signed partnerships with Dugout. The company’s partners include English Premier League clubs Arsenal, Chelsea, Liverpool and Manchester City; Spanish LaLiga teams Barcelona and Real Madrid; Italian Serie A outfits AC Milan and Juventus; as well as German Bundesliga and French Ligue 1 champions Bayern Munich and Paris Saint-Germain.
The Dugout deal comes after Mailman last month signed a partnership with London-based digital media company Copa90 to take its youth-focused football content into the Chinese market.