Manchester City have agreed a deal with Douyin that sees the Chinese video platform become the club's official shortform video partner, reports, www.sportspromedia.com/.
The deal, which went live in August but has now been formally confirmed, runs for an initial two years. The arrangement will see the Premier League side post exclusive shortform video content on the Douyin platform, including interviews, match highlights and other club content, as well as launching local activations for fans in China.
City are one of the top European soccer clubs on Douyin, boasting more than 840,000 followers. The club is hoping the partnership will further boost its engagement with Chinese digital audiences by allowing it to tap into Douyin's advanced analytics tools.
Scott Munn, City Football Group's Chinese chief executive, said: "Since the launch of the club's official Chinese account on Douyin in December 2018, [it] has become our fastest growing social account in China and accumulated a large number of loyal fans.
"We are committed to providing Chinese fans with more exciting behind-the-scenes short video content of Manchester City through Douyin."