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SBD Global/March 6, 2013/International Football
Report: Chinese Fans Drawn To Star European Players, As Leagues Look For Inroads
Published March 6, 2013
- The study found a total of 15.6 million football fans accross 14 teams' social media accounts. A significant increase from '11.
- 57% of the clubs analyzed have an official -- authorized -- presence the three platforms (Sina Weibo, Tencent, RenRen).
- 36% of the teams are not yet present on both major networks (Sina Weibo, Tencent) and 7% of the teams have not yet opened an approved official page on any of the social networks examined.
- The research found evidence to state the top reason for social media users to follow a team is the presence of celebrity footballers. Popular footballers such as David Beckham, Lionel Messi and Cristiano Ronaldo drive 40% of Chinese fans to follow a specific team.
- Another 26% of fans consider performance in the league as the main reason to follow a team's page.
The "Red Card: 2013 China Digital Champions League" report.