• Business Objective

    To bring alive the club’s short tour to China



  • Results

    The fastest growing European club that visited China

  • Our Approach

    During the team’s 2-days in Guangzhou, we covered all sponsor events and match activities. On the day of the team’s arrival, we released a bespoke set of WeChat stickers to the fans for them to download and share across their communities.

    We also ran a series of live stream shows throughout their visit. The first showed their arrival in the airport to a huge crowd of excited fans. We also shared their open training and filmed an exclusive session with Andreé Schürrle. The total of 5.4 million views was the most amongst all European football clubs during the summer tour dates.

    Ahead of the tour, we launched the club’s official Chinese language website to bring the Chinese fans closer to the club. The website has also become the hub for all digital content and home for match highlights and exclusive video content.

    During the tour, our team worked with the club to arrange a series of exclusive and group media opportunities to boost the exposure of the team’s trip to China. This included mainstream sports media, state media and sports business news outlets.