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  • Writer's pictureAndrew Collins

Takeaways from Mailman’s Red Card 2015 China Digital Football Index

It’s official, Mailman Group has today released the Red Card 2015: China Digital Football Index! This report is the world’s leading study into the online performance of European football teams across China’s digital and social media.

We thought it would only be fair to share some of our key insights into this Red Card 2015:

  1. Real Madrid are the Red Card 2015 Champions, finishing above Barcelona and Bayern Munich.

  2. Manchester United has the largest Weibo fan base of all European clubs. It’s growth of 11 million new followers in the last 12 months highlights the power of a global football brand.

  3. Bayern Munich has the highest engagement level of any club. Contributing factors to their success include the German World Cup victory, the powerful support from the official Bundesliga channels in China and the club’s recent high profile success in Europe.

  4. Liverpool are the most viewed club on WeChat. WeChat is China’s fastest growing social network with over 500 million active monthly users.

  5. Arsenal became the first club to register an official store on Tmall, China’s most popular online retail platform. However, Real Madrid were the most searched for club on this platform.

  6. AC Milan and Juventus are the only two teams without an officially verified club account on Sina Weibo, the #1 social network in China. In addition, neither club have a presence on WeChat.

  7. Tottenham Hotspur have the most viewed youku video channel.  In addition Spurs and Liverpool FC also are the only clubs to have launched an official Weishi video channel.

  8. In just 6 months since launch, Bundesliga has become the #1 most engaged European league across Weibo and WeChat. The Bundesliga account was launched July 2014 and has already managed to amass over 1 million followers.

  9. Chinese fans have a tendency to follow a team due to their star players. Lionel Messi has more Chinese online fans than all six Spanish teams on Weibo combined.

  10. 14 of the 15 teams in the Red Card 2015 have an official Chinese language website, with Borussia Dortmund as the only team without

  11. The Chinese Super League net income in 2014 was over RMB 270 million, with the 16 clubs’ total revenue surpassing RMB 2 billion.

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