Eduardo González
Sevilla Fútbol Club has become the European football club with the highest growth on Weibo, the most popular social network in China, during the past year.
According to the club, the “decided commitment to the internationalization of the club” resulted in an increase of more than 500,000 followers on its Weibo account in 2023, which brings the number of Sevilla followers on this social network to 1,285,000. Furthermore, the trend continues and almost 1.3 million followers have already been registered in the first weeks of 2024.
This 2023 figure represents a growth of 64% in terms of new followers on Weibo, “a percentage that establishes it as the club that has grown the most in the last calendar year on this social network”, ahead of clubs such as PSG, Barcelona, Tottenham, Roma, Real Madrid, Villarreal, Monaco, Real Sociedad and Borussia Dortmund.
Sevilla’s growth on Weibo in the last two years reaches 117% and, in 2023, all metrics regarding the impact of publications grew compared to 2022, making it the best year for the account since was created.
The progression in China extends to other social networks, such as the Douyin video platform, which has reached almost 150,000 followers. Adding followers in both, Sevilla is now the fourth Spanish team with the most followers in China after Barcelona, Real Madrid and Atlético de Madrid, adding the social networks Weibo, Douyin and Wechat.
Sevilla FC’s strategy in China, according to the Spain-China Council Foundation, is based on betting on local content, collaborations with influencers from the country and the realization of live programs. Apart from working on social networks, the club works together with ISS (International School Services) and is present at Shekou International School in Shenzhen offering extracurricular activities to students. On a commercial level, it also has three regional sponsors such as 1717, Kubet and Nova 88.
