Report: FIFA World Cup 2014
A World Cup Without Weibo
As domestic leagues reach their climax,
attention is turning towards this summer’s FIFA
World Cup in Brazil. Fans, players and
organizations are buzzing with excitement
across global social media channels
Although China didn’t qualify, they will be the
largest single viewing audience, with social
media platforms driving all online discussions.
Here we see how well prepared FIFA are when it
comes to China.
Insight: a verified account is key to succeeding online in China: fans visit these
accounts to receive exclusive content and the latest news first.
The official 2014 FIFA World Cup Brazil website doesn’t
have a functioning Chinese language version or any
verified Chinese social media accounts.
official functioning channels on
Chinese social media
The English and German football associations each have an
official Sina Weibo account with a combined 2.5m+ fans.
The host, Brazil, and the reigning champion, Spain, both don’t
have an official account.
national teams have an official
presence on Sina Weibo
Insight: There is a high demand for the national teams to join online, where they
can ‘ride the World Cup wave’ to propel their follower numbers.
The World Cup has been mentioned 230,000+ times
on Weibo in the last 30 days.
Despite the huge popularity of the Premier League, the England
national team was mentioned 6 times less than Brazil & Germany’s
number of mentions
Insight: the World Cup has had a huge number of mentions without an official account,
signifying the level of demand and enthusiasm on this channel from fans
The top 5 fan-driven World Cup accounts have ~2m fans in total,
with several other accounts also possessing a large follower base.
The #1 account has on average 237 comms/fwds per post,
comparable to the top European sites.
total fans of fan-driven accounts
Insight: because of the lack of official accounts, fans have created their own
accounts, but these are often inconsistent & not up-to-date
9 of the official FIFA and FIFA World Cup partners & sponsors
have an official Weibo account.
The 9 sponsors’ accounts in total have 5.5m+ fans, a great
platform to support the launch of an official World Cup account.
Partners and Sponsors
partners and sponsors with official
Sina Weibo accounts
Insight: Almost 2/3 of the sponsors have an official account, highlighting the value they
put on the Chinese market, especially ahead of this high-exposure event.
There are millions of fans already talking about the World Cup on Chinese
social media. Launching an official Weibo and WeChat account would not
only help boost FIFA & other national teams’ presence in China, but also
that of their partners and sponsors.
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