Warc, 28 February 2013
SHANGHAI: Brands that align themselves with top European
football clubs could fast-track their way to success in China, a new report has
argued.
Mailman Group, a social media agency, analysed the social
media accounts of 14 leading European teams, considering five different
factors, including total follower numbers, official presence, engagement rate,
localization and popularity.
It found that brands signing on with these clubs would gain
access to 15.6 million fans on social media in China, 30% of whom are women.
"If I was an FMCG brand, I would be thinking of
building on a male sporting audience," Andrew Collins, CEO of Mailman
Group, told Campaign Asia-Pacific.
"The clubs give any brand in China a cool factor that's
hard to buy," he added.
Fifty-seven per cent of clubs have an official account on
both Sina Weibo and Tencent, but the number of followers and levels of
engagement vary widely.
Manchester City, for example, has the highest number of fans
on social media at 4.35m but it ranks last in terms of engagement. Manchester
United, by contrast, has only 400,000 social media fans, but generates the
highest engagement levels, with over 200 comments and forwards per post.
In addition, a significant proportion of fans – 40% – say
they follow a club because of a particular player rather than professing any
long-term loyalty to the club itself.
Collins noted that Manchester United's high engagement
levels had been a factor in the club securing at least two commercial
partnership deals in the past 12 months in China, with beverage maker Wahaha
Group and China Construction Bank.
Clubs could achieve much more, according to Collins, who
pointed out "sixteen per cent aren't localising their content or even
translating it into Mandarin".
Data sourced from Campaign Asia-Pacific/Mailman Group;
additional content by Warc staff
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