Chelsea have scored a major digital success with a dedicated live stream for Chinese fans on Weibo and Douyin, recording 7.5 million views and two million hashtag reads, reports, www.sportspromedia.com/.
In the Premier League club's first-ever simultaneous China live stream on those platforms they delivered a two-hour special broadcast looking back at the club's 2004/05 title-winning season. Filmed at Chinese sports consultancy Mailman's in-house high-tech studio in Shanghai, the show featured special guests, a musical performance, influencers, giveaways, behind-the-scenes footage, as well as fan Q&As.
The event also marked a live streaming first for an international soccer club on both Weibo and Douyin - the Chinese brand for TikTok.
The live stream was part of the official China Chelsea Studio Series, a country-specific show currently in its second season. The inaugural season, which was the first China-specific pre-match studio show, amassed a total of 35.5 million video views.
Building on that success, Chelsea have gained more than two million followers on Weibo this season, now boasting more than 7.49 million followers in total, the third highest for an English club.