WCF launches Sina Weibo channel, new website

The World Curling Federation has sought to further connect with the sport’s Chinese audience by launching its first social media channel on Sina Weibo, while it has stepped up a digital overhaul by relaunching its official website.

The WCF said it has deepened its media and marketing partnership with Infront by appointing the agency’s digital division, iX.co, to introduce its channel on Sina Weibo.

The WCF added in a statement: “With the Olympic and Paralympic winter Games 2022 in Beijing, China, this is an opportune time for the Federation to enhance its communications capabilities in China, which have been restrictive up until now.”

Meanwhile, the WCF has partnered with Scottish digital agency Blue 2 to launch its new website. This has come about following a significant increase in traffic to worldcurling.org in the lead up to, and since, the 2018 winter Olympic and Paralympic Games in PyeongChang. In that time, the WCF said more users have been consuming the website’s content on mobile devices.

These initiatives mark the first phase of the organisation’s wider digital strategy. Other concepts and major projects, including the new World Curling Academy website and education materials, being built in partnership with the World Academy of Sport, are being developed.