Today is the release of the 13th edition of the Red Card 2024: Asia Digital Performance Index, ranking European football clubs, leagues, and players online in key regions across Asia. The Red Card report also provides detailed analysis, insights, and projections regarding the continent’s fast-evolving digital sports landscape.
The report looks back at key moments, including Messi and the Argentinian men’s national football team playing in Beijing and generating never-seen-before fandom, how influential lifestyle platform RED engaged with a new demographic of sports fans, the rise in women’s football viewership thanks to the FIFA Women’s World Cup, and Douyin’s continued growth in terms of popularity and fan engagement.
Additional findings explored in the report include how cartoons strongly resonated for football clubs in Indonesia, how YouTube and LINE were key platforms alongside X in Japan, K-Pop’s continued integration with sports in South Korea, and clubs aligning their content closer to culture and national themes in Thailand.
Download the report here
RED CARD 2024 WINNERS:
🏆 Most Popular Football Club Online in China: Manchester City
🏆 Most Popular Football League Online in China: English Premier League
🏆 Most Popular Football Player Online in China: Cristiano Ronaldo
🏆 Most Popular Football Club on X in Indonesia: Manchester United
🏆 Most Popular Football Club on X in Japan: Manchester City
🏆 Most Popular Football Club on X in South Korea: Tottenham Hotspur
🏆 Most Popular Football Club on X in Thailand: Liverpool
Manchester City’s Winning Year
The club’s first drop of its Chinese New Year (CNY) special edition kit with PUMA, in the Year of Rabbit, spurred fan excitement globally, causing the kit to sell out in just 24 hours.
The club also collaborated with the China Lunar Exploration Program to produce a CNY-related short film to elaborate the story of the kit design, which was to commemorate the 10th anniversary of China's first space equipment landing on the moon.
The club’s treble-winning trophy tour in China brought the Champions League, Premier League, and FA Cup trophies, as well as the Super Cup, to City fans across Hong Kong, Beijing, Shanghai, Hangzhou, Zhengzhou, and Tianjin.
Data highlights:
9m+ total Weibo followers
567k total Bilibili followers
🗣️ “We are very excited to see Manchester City win the Red Card Award for Most Popular European Football Club Online in China for the first time. It is amazing to see the significant growth of our fanbase in China and we are committed to continuing to reach to all Chinese Cityzens through locally produced relevant content and activities.” – David Tang, CEO at City Football Group, China
English Premier League’s Winning Year:
The English Premier League has taken the top spot again, for the sixth year in a row. For Chinese New Year, the league innovated with Chinese Opera stars to produce original songs to celebrate the occasion.
The English Premier League also leads amongst football accounts on Bilibili, with the original content series ‘How could you not like the EPL’ dominating most viewed content against competitors.
Data highlights:
1m+ new followers on Weibo
600k+ new followers on Douyin
750k+ new followers on Bilibili
🗣️ “The Premier League is honoured to receive the Red Card award for the most popular European Football League in China for the sixth consecutive year. As a strategic market for growth, we are delighted that engagement with the Premier League in China continues to grow across all channels, and thank our clubs, media partners, and fans for their support in bringing the Premier League to life in China.” – Alexandra Willis, Director of Digital Media and Audience Development, The Premier League
Cristiano Ronaldo’s Winning Year
1.5m in total Weibo engagement
Most followed footballer on Kuaishou
🗣️ “What an honor to be named the Most Popular Footballer Online in China yet again. It's a testament to the level of friendship and respect there is between me and the Chinese people. Hope to see you all soon on Weibo and Kuaishou!” – Cristiano Ronaldo, professional football player
Rest of Asia Winners
🗣️ “The importance of Asia to global sports organisations and brands can’t be understated, thanks to the fast-developing tech infrastructure and growing consumer desire to combine sports, entertainment, and culture. It’s exciting to see these players, clubs and leagues deliver against the fans’ continued demands for increased content offerings.” – Ed Horne, President, 160over90
🗣️ “Asia continues to grow in importance for European football organisations looking to evolve their global footprint and engage international fans. Each year, we’re witnessing increased creativity and investment across the continent, both from a digital perspective but also from offline activations. Congratulations to all the winners of the 2024 Red Card report. We look forward to a big year ahead and a fantastic EURO 2024 championships.” – Gavin Hadley, Vice President, 160over90 Asia
Methodology: The full methodology is available on request.
About
160over90
160over90 is an award-winning cultural marketing agency that elevates brands by creating ideas for the world to obsess over and sharing moments where people feel something real. With 800+ thinkers, doers, and makers across every cultural corner of the globe, the agency offers a full-service, channel-agnostic approach and a deep connection to the people, places, and properties that drive the conversation of tomorrow. Turning fans into fanatics for companies of all sizes, 160over90 works with leading brands including AB InBev, Audi, DP World, Marriott International, USAA, and Visa. 160over90 is part of global sports and entertainment company Endeavor.
Mailman, part of 160over90
Founded in China in 1999, Mailman has evolved to become one of Asia’s leading sports digital agencies. We are digital marketers who help sports rights holders enhance their local brand equity and create sustainable presences. We exist at the intersection of digital & technology, helping the world’s biggest sports, entertainment & lifestyle brands build successful businesses in international growth markets. Mailman is part of 160over90, Endeavor’s global cultural marketing agency.
Endeavor Analytics
Endeavor Analytics brings action to insight and provides comprehensive intelligence to clients on a global scale. As part of Endeavor, they pulse the marketplace, leverage insight and provide solutions to unique challenges. Utilizing best-in-class data resources and expertise, Endeavor Analytics fuels what matters to your consumers, audience, and fans. Endeavor Analytics supports a range of categories, including; entertainment, sports, fashion, culinary, brands and the arts.
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