Spanish LaLiga football club Real Madrid has struck a strategic partnership with Chinese social media platform Sina Weibo.
The Yutang Sports website said Sina Weibo will become the official social media platform in China for the reigning LaLiga and Uefa Champions League champion.
Under the agreement, the two parties will co-operate to deliver Real’s daily news, training and matchday videos, as well as fan engagement campaigns through the club’s official Weibo account.
Weibo’s dedicated sports accounts, Weibo Sports and Weibo Football, will distribute highlights of Real games.
In addition, Real and Weibo will seek to explore new activation methods for the club’s sponsors.