The Asian Football Confederation’s (AFC) commitment to grow the number one sport in Asia has been reinforced by the launch of new social media accounts in the People’s Republic of China to promote the AFC’s competitions – especially the AFC Champions League and the 2023 AFC Asian Cup – China.
The AFC, along with the Local Organising Committee for the 2023 AFC Asian Cup – China, have an ambitious target of 10 billion engagements in China PR – more than 10 times as many as achieved during the 2019 AFC Asian Cup – UAE.
To further accelerate the growth of the game and the AFC’s digital footprint in China PR and beyond, the AFC has introduced AFC Asian Cup China 2023™ and AFC Champions League accounts on Toutiao and Douyin – in addition to the highly successful existing accounts on Weibo.
Launched on November 16, 2020 – a fortnight after the AFC Asian Cup China 2023™ accounts on the same platforms – the AFC Champions League™ accounts are focused on the AFC Champions League (East), which restarted in Doha, Qatar in the last two weeks after an eight-month lull following the successful completion of the AFC Champions League (West) in October.
With Shanghai SIPG and Shanghai Shenhua competing along with Beijing Guoan and the 2013 and 2015 AFC Champions League winners, Guangzhou Evergrande, the sites are proving to be extremely popular with fans in China PR, with viewership numbers already exceeding more than 26 million on both Toutiao and Douyin platforms.
Dato’ Windsor John, the AFC General Secretary, said, “Keeping our fans engaged with Asian football as the AFC Champions League (East) returned was vital and the platforms in China PR will now provide unrivalled coverage of the latter stages of the 2020 AFC Champions League, with four Chinese teams competing.”
“We believe that the mix of live content alongside the very popular fan focused content in 2020, when we have seen record engagement, will drive the continued expansion of the AFC’s digital properties and we are committed to working with our commercial and strategic partners across the Continent to promote the AFC’s world-class competitions.”
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