FC Barcelona named most popular European club online in China

FC Barcelona has retained its title as the ‘No.1 Club Online in China’ for the third consecutive year as Mailman’s 2022 Red Card report once again recognised Barça for its digital performance in China where FC Barcelona has exceeded 14 million followers across five platforms.

Published by global digital sports agency Mailman, the 2022 Red Card report ranks European football clubs, leagues and players for their digital performance in China using nine indicators, including followers and engagement across different Chinese platforms. Mailman awarded Barça the highest possible score on Weibo based on followers, growth, and engagement, outperforming all the Club’s competitors. FC Barcelona wasalso the most followed Club on Douyin and became the first football club to accumulate  100 million likes, a record-breaking level of fan engagement on the platform.

In 2021, the Club diversified its digital footprint in China with the launch of Barça’s Xiaohongshu channel, which offers lifestyle driven content focusing on Barcelona’s rich culture to strengthen the Club’s connection with female Culers and reach a new generation of Gen Z fans in China. FC Barcelona was the first sports organization to release a series of stickers and photo frames on Meitu XiuXiu, the second most popular app amongst Gen Z in China andthe first LaLiga club to expand its existing strategic collaboration with iQIYI Sports to develop a premium membership program, which grants Barça fans in China exclusive privileges and allows fans to watch all LaLiga games in the 2021/22 season.

These projects and milestones reaffirm the Club’s commitment to continuously expanding its digital offering and exploring innovative digital channels to connect with new audiences and strengthen relationship with fans in China.

Statement by Bryan Bachner, Managing Director of Asia Pacific for FC Barcelona

“We are thrilled to receive this award as it reaffirms the Club’s commitment to millions of Culers in China and recognises the fans’ increasing interest in FC Barcelona over the last three years. Our goal is to create content that represents Barça's unique style and values, whilst also reflecting Chinese culture in an evolving and dynamic digital environment. We will continue to provide innovative ways to bring our fans ever closer to the Camp Nou."