Global HQ, China 

1199 Middle Fuxing Road, Building A, 301, Shanghai 200025

+86 21 6445 9899


1st Floor, The Windsor Centre

15-29 Windsor Street, London

N1 8QG

+44 203 637 7447


Mailman Pte. Ltd..

5 Shenton Way, UIC Building, #11-S1103 Singapore 068808
Tel: (+65) 81620913

Bima Said 
Puri Bumi Respati, Blok C No.15 
Jl. SMEA 33 - SMIK Bambu Apus, Cipayung Jakarta 13890

Tel: (+62) 811 924 777

Case Studies






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Case Studies






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Our Work

Explore ground-breaking stories told in China, powerful examples of digital transformation and the igniting the passion in American Football across the UK.

BMG China Tour 2019

Grow and engage the BMG fanbase in China by leveraging off having the team in China while no other European football clubs were touring. BMG made the decision to visit China post-season, rather than pre-season, like most other European teams. This gave the club the advantage of being able to approach hardcore and casual fans. We were able to utilise this unique opportunity to and bring the club closer to the football communities across China.

Digital Activation

Weidenfeller China Tour

Former German footballer Roman Weidenfeller visited China as a BVB ambassador. Our aim was to grow his and the club's name in China through media interviews, fan event visits, and social content creation.

Fan Event Organisation

LaLiga Celebrates Hari Kartini

LaLiga celebrated Indonesia’s women’s empowerment day (aka Hari Kartini) with a series of original videos

Video Production & Distribution

“LaLiga & Friends” Video Series in SEA

Weekly video series featuring local fan leaders and influencers to share their passion and thoughts on LaLiga onto the accounts social channels in Thailand and Indonesia.

Community Management & Content Production & Distribution

Chelsea First Ever Studio Show

Chelsea produced fifteen 10-minute episodes of ‘The Chelsea Report’ for the 2018/19 season, which includes a variety of segments including match analysis, updates, a man of the match, official video highlights, fan activation activities and more.

Bi-Weekly Studio Show & KOL Integration

Chelsea Europa League Win

We launched a Final Hashtag in corporation with Weibo Sports, created a series of original cartoons for winning moments such as the trophy win and a post-match giveaway (10K engagement). On Douyin, four topic related videos got over 350K likes.

Digital Campaign & KOL Collaboration

Chelsea on the Road

Chelsea invited Roxana, a popular football TV program commentator, as a KOL, to visit three Chelsea fan clubs in southeast Asia and attend the pre-season match in Perth Australia shooting a 20 episode video serial.

Football & Tourism & KOL Video Series in SEA

PSG China Digital Strategy and Social Media

PSG had began developing a brand which blended lifestyle and football. With the recruitment of Neymar they were eager to engage a younger audience across China and then APAC. PSG engaged Mailman to build a clear digital strategy, grow social media following and galvanise the community ahead of the 2019 summer tour across APAC.

China Digital Strategy & APAC Digital & Social Media

Cristiano Ronaldo China Social Media

Cristiano Ronaldo is the most recognised footballer in China, however his social media and brand in China has been largely ignored. His team engaged Mailman & KAWO to drive his audience building, deliver it with protection and accountability while exploring commercial opportunities.

China Digital Strategy & Social Media

AIB/MORE Digital Platform

AIB is a newly funded NBA athlete media channel driving a new platform in China housing 100’s off high-quality​ athlete videos. AIB wished to grow a user base of downloads, expand to ecommerce and branded partnerships. They wished to engage an agency who could drive marketing, brand, social media and support with on the ground team for brand partnerships.

China Digital Strategy

Tottenham Hotspur China Digital

Tottenham Hotspur are one of the most highly regarded football clubs in the world, yet in China it is considered a second tier followed team. They wanted to invest in a holistic digital stagey to develop a new band of followers, targeting a new generation of fans who would grow with the club.

China Digital Strategy & Social Media

Chelsea FC China Digital & APAC Strategy

Chelsea was seeking an agency to develop first a China strategy to significantly life followers in China. This growth would fuel value across sponsorships and help lift renewals for better activation in China. Chelsea were at tier 1 team, however a tier 2 team across digital in China. Following this Chelsea caught Mailman services to expand the program across APAC, launching in July 2019.

China Digital Strategy & APAC Digital & Social Media

Lakers Nation Comes Alive In China

For the first time in a decade the Lakers were returning to China for the 2019 China Games. Lakers engaged Mailman to develop a campaign and ongoing social media management to build anticipation for the games and unite the Lakers fan communities.

China Digital Strategy & Community Build

Tottenham Hotspur China Ecommerce

Tottenham Hotspur was eager to move aggressively into China with a ecommerce store hosted on the largest online retailer in China Tmall. The goal was to align with Mailman and develop a new e-commerce strategy, driven by Mailman’s marketing team and close relationships with fans.

China Ecommerce

Roland Garros China Digital Strategy

RG is one of 4 Grand Slam Tennis events around the world. The challenge was to deliver. A compelling digital strategy and influencer campaign to ignite passion and interest in the event above other grand slams.

China's Digital Strategy & Community Build

Kobe Bryant Digital Strategy

An icon for over 20 years in the NBA, Kobe Bryant has become a symbol of success and hard work for a generations in China. Add by young people, respected by older, Kobe Bryant is the most desired global athlete in China. The challenge moving forward was transitioning his profile from current player to mentor, coach and creator, while also developing commercial opportunities.

China Digital Strategy & Social Media

FIFA Global Fan Movement

FIFA was regarded as an official organisation online across the world and did not have an authentic connection with its fans. The federation wanted to create a new global community of micro-influencers that would generate new content sources and amplify existing FIFA social content.

Global Social Media & Community Building

Manchester United Chinese Social Media Management

Manchester United are recognised as the most influential football in China. They have a unique ownership structure which retains most of the management, and the brand is most important for the organisation. The goal was to build a sophisticated social media and community strategy to develop a deeper relationship with Chinese fans while setting the gold standard in social media following.

China Digital Strategy & Social Media


Bodog are a leading global sports gaming and online poker company. Headquartered in Canada. They were seeking a China based agency to create a brand strategy to grow the profile of Bodog in China, while not directly promoting gambling. This included social media activation, content and conversion led programs.

Sponsor Activation & Studio Show

NBA Douyin Video Production

The NBA China have been moving to a business model to outsource most of the production and marketing work and reduce team size. In doing this they needed a highly experience agency who could manage the increase demand fo video for production and distribution on Chinese video and social platforms.

Digital Production

NHL China Digital Strategy

The NHL are considered a top 4 sport in the USA, and with the Winter Olympics coming to China in 2022 they have made a clear statement to invest from the ground up in China. The challenge was to position NHL as the authority in all things Ice Hockey and develop a local following for the league, to one day inspire future stars and drive value for TV rights.

China Digital Strategy and Community Build

2018 China NHL Games

The 2017 NHL Games was considered successful, however the NHL were not happy with the total engagement of fans and the marketing / tickets sold by the promotor. They wished to engage Mailman to develop a grassroots ticketing sales strategy to drive sell out areas in Beijing and Shenzhen.

Ticketing & Marketing

Patriots​ ‘TOM BRADY’ China Show

Entering into the beginning of the 2018-2019 NFL season the Patriots had yet to create a significant play in China. They were in the top 5 followed teams across social media and wanted to create a tentpole campaign to galvanise a community following. They offered up to 25 minutes per month with Tom Brady as a talent who could participate in something.

Digital Production

FIFA China Sponsor Digital Activation

FIFA had secured 5 Chinese sponsors as global partners. To better provide value to those sponsors and to engage Chinese consumers FIFA engaged Mailman to provide digital solutions, creative campaigns and production to deliver measured digital media value and engagement to sponsors.

China Digital Sponsorship Activation

Managing NFL 32 Teams Across Chinese Social Media

The NHL face a difficult task of developing a audience for the entire NFL roster of teams. They each have their own brand personality, values, and content strategy they wish to deploy in China. The challenge is how do you develop a team who has the knowledge of NFL football in China, and can build and deliver on content strategies across all 32 tams without create a large team.

Multi Account​ Management

LaLiga APAC Social Media Management

LaLiga was aggressively expanding it’s business across the APAC region. The goals were to grow LaLiga fanbase and drive engagement across key markets Thailand and Indonesia; reward and foster greater relationships with fan communities and drive the LaLiga brand as the leading European football league to enjoy

APAC Digital Strategy & Social Media

UFC Chinese Digital and Community Building

UFC were entering China across social media in 2014 with the view to becoming a mainstream sport. This coincided with the first event in Greater China with a major fight held in Macau. UFC were looking to engage an agency who knew the local sports media, sports communities and with capabilities to grow the community.

Digital, Social Media, Community Management

Nike Football China Digital Strategy

Cristiano Ronaldo is the most recognised footballer in China, however his social media and brand in China has been largely ignored. His team engaged Mailman & KAWO to drive his audience building, deliver it with protection and accountability while exploring commercial opportunities.

China Digital Strategy & Social Media

BrandUSA Official Outdoor Ambassador

The outdoors has always been a popular topic for Chinese travelers, especially on the GoUSA social media channels. We decided to develop and create a brand new outdoor ambassador to write new exciting content about the great outdoors of the US. Producing one of the most influential KOLs in 2016 for America.

Social media, Content production

NYC dominating on social

We are bringing to life NYCgo China Consumer marketing, creating a travel companion for Chinese travelers in NYC. Our strategy that influences travelers throughout the consumer decision journey.

Digital branding

Bringing BrandUSA to China

Activate US Tourism’s official brand presence in China and creating its brand guidelines and initial foray across different platforms

Brand strategy, Social media

Visit California Video Series

Understanding that authenticity is one of the keys to developing travel stories, we sent one KOL to several universities across Visit California to interview Chinese students

Content production, Filming

Simon Shopping China Market Strategy

With over 200 shopping destinations, we were charged with helping the Chinese understand where to shop, why and how best to do it.

Digital strategy, Social media

Monash University Brand Concept in China

Monash was tasked with finding an agency to develop their global brand messaging for the China Market

Social media,

A Road Trip Campaign for Northern Territory Australia

Uluru is placed in a vast and remote land with limited facilities. Therefore, we decided to target independent and experienced travelers who tend to be more confident and less intimidated by such an area. We encouraged users to submit their favourite experience while traveling with a friend, providing the winner with 2 free round-trip tickets from Shanghai, Beijing, or Guangzhou to Uluru. Those who submitted would tag their friend using our hashtag #探秘世界中心# (#ExploreTheCenterOfTheWorld#).

Social media, Digital strategy

2019 Visit Seattle China new IP

Developing a new way to reach the Chinese travelers but creating a new IP specifically to serve this audience

Brand building, IP design

UEFA Digital Consulting

UEFA, a governing body presiding over the world's most popular and iconic club football tournament in the Champions League, approached Seven League to do a root-and-branch audit of its digital operations and define its digital strategy for the next five years. While a hugely successful B2B operation, UEFA's capacity to engage fans directly was not well developed and needed clear definition and agreement.

Global Digital Consulting

BBC Sport Digital Consulting

The BBC, the UK's iconic national broadcaster has enjoyed remarkable success with its iPlayer service and in its website still has one of the world's leading sports news and analysis destinations. As a license-fee funded public broadcaster however, its ability to bid for and win premium sports rights has been hampered by rising rights prices and the competitive pressure of pay TV services. The BBC needed advice on what it should do in the field of live sports streaming

Global Digital Consulting

Premier​ League Localisation Strategy

The English Premier League is the most watched in the world with an audience of 4.7 billion people. was translated into 6 languages, but with no localised content to connect them with their fans or to provide a unified experience. The Premier League had identified key strategic markets to invest in through digital channels, but needed a strategic plan to put this into action.

Expansion Digital Localization Consulting

NBA European Digital Management

The NBA EMEA team are tasked with driving growth of the sport outside of the US and developing long term fan engagement strategies. Our brief was to see how social media could grow the fanbase, increase engagement and promote consumption of the sport in five key markets: France, UK, Spain, Turkey and Italy. Seven League were initially challenged to audit the NBA’s social media accounts in Europe.

Europe Social Media Management & Content Strategy

NFL Academy Strategy​

The NFL had a vision to bring an Academy to London, to invest in the UK market, provide a pathway for talented athletes to play the sport and invest in its partnership with Tottenham Hotspur. The League felt instinctively that the Academy could also provide a rich channel of content that would appeal to younger audiences. What they needed was an agency that could bring this aspiration to life.

Digital Consulting

NBA London Games Digital Activation

Europe Social Media Management & Content Strategy