Liverpool FC have announced a new partnership with China’s leading sports portal Hupu.com to launch its official website in China.
Working with the club’s Shanghai-based media agency Mailman Group, Liverpool FC were the first European football club to enter the online Chinese market in July 2011 with the launch of an official presence on the SinaWeibo platform. The club have since launched three more official accounts in China – TencentWeibo, Youku and Weixin (WeChat).
The launch of the website in January is designed to further increase the club’s engagement with Chinese fans and offer Chinese companies the opportunity to partner with Liverpool FC and reach millions of passionate football fans. The launch of the new website forms part of an ongoing five-year-plan to establish Liverpool FC as China’s favourite overseas football club.
Matthew Baxter, chief media officer at LFC, said: “We’re delighted to be in Shanghai to announce our partnership with HUPU. This is a very exciting time for Liverpool FC as we see China as a key market in terms of the club’s international expansion. Only, last month we announced the launch of a first football academy for the club in Guilin City. We have a passionate fan base in China which is growing at an extraordinary rate and we believe this new website will help enhance the relationship between the club and our Chinese fans. We have enjoyed great success working with Mailman Group since 2011 and we believe that our new partnership with HUPU will allow us to deliver an engaging and vibrant website for both fans and future Chinese partners.”
Shawn Cheng, CEO of HUPU, said: “The Chinese sports market has really opened up recently, and we expect to see explosive growth over the coming 10 years. Liverpool FC have chosen the perfect time to increase their investment into the Chinese market, and in choosing HUPU as a partner, they will benefit hugely from our highly international exposure and more importantly, our deep understanding of the Chinese sports market.”