IFSC to develop Chinese presence with Weibo and Douyin

The International Federation of Sport Climbing has launched accounts on popular Chinese digital platforms Weibo and Douyin.

As part of a move to increase its presence in the Chinese market, the federation has teamed up with Shanghai-based media production company Yahao Sports, and Japan-based agencies Dentsu and Synca.

Yahao Sports, which provides host broadcasting resources for major sports events and digital content for sports organisations, will manage IFSC’s social media, providing coverage of its athletes and competitions to the Chinese fans, and “significantly extending the digital global reach of Sport Climbing.”

Dentsu and Synca signed media and marketing agreements with IFSC in 2019 and the federation said both agencies will tap into their “wide knowledge of the Asian market for this ambitious project.”

Marco Scolaris, IFSC president, said: “China is without any doubt one of our leading countries in the world. This agreement will finally provide an unprecedented exposure for our athletes, events and stories to the largest audience on the planet.”

Sport climbing was due to make its Olympics debut in Tokyo this year, but will now have to wait 12 months after the games were delayed. 

Last week, German soccer giants Bayern Munich announced a partnership with Douyin.

Douyin, known outside of China as TikTok, becomes the club’s official partner for short videos in China and marks its first official partnership with a soccer club. 

Bayern launched an account on Douyin in 2018 and has almost 800,000 followers.

The Bundesliga champions are also the first soccer club to produce a weekly interactive livestream format on Douyin.

Last month, Douyin became the official social media partner of Spain’s LaLiga. 

Sportcal