90min, the world’s largest digital football community, has partnered with Sina Sport to provide fresh, fan-driven international football content to the Chinese market. As one of Sina Sports’ first international media partners, 90min will help Sina Sports attract and engage the next generation football fan.
The 90min content is being published within a dedicated 90min/Sina Sport section. In addition, with assistance from Sina Sports, 90min is one of the first foreign sports media to open and operate an official Weibo account. The 90min content fuses football stories with everyday culture, which is inclusive of pre/post-match reviews, breaking news, social buzz and more. The 90min-provided content commenced with the 2018 FIFA World Cup, with a social reach of over 8 million to-date across Weibo. In addition to World Cup content, 90min will provide Sina with extensive European football leagues coverage, including EPL/La Liga, UEFA CL.
In order to service Sina Sport in its localized language, 90min has created a dedicated community team which curates and publishes all content in Chinese. In addition to editorial support, 90min’s product and tech teams enable additive fan interaction by arming Sina Sport with their proprietary fan engagement tools.
Sina and 90min have also joined forces to amplify a 90min-led Budweiser campaign within the Chinese market. This campaign included distribution of Budweiser’s World Cup Man of the Match video assets across Sina and Weibo.
“We at 90min are excited to partner with Sina Sport. This agreement allows us to share our passion for international football with the Chinese fan base, and also enables both companies to reach an untapped audience. Together, we provide credibility and scale to media partners looking to make a splash in the football publishing sector within China and beyond,” said Asaf Peled, Founder & CEO of 90min.
“We are thrilled to bring to our fans on Sina Sports and Weibo the next generation content from 90min. The World Cup was a great time to start this partnership and add a different perspective to our content offering,” said Sam Li, Head of International Business Strategy for Sina Sports.