02.02.2018 – In the seventh edition of the annual Red Card Report, the Bundesliga has been crowned the number one among European soccer leagues in the Chinese online media for the fourth year in a row.
The Mailman Group, one of China’s leading digital sports consultancy firms, has investigated the most digitally influential clubs, most successful leagues and most popular players. A committee of carefully chosen industry experts has awarded the China Digital Football Award in the following categories: Best live stream, Use of technology, Online campaign, Tour, and Sponsor establishment.
The Bundesliga is the most popular soccer league online in China. The digital 360° Strategy, comprising content, partnerships and long-term interest in local soccer fans, has once again paid off for the German elite league. This has also been confirmed by a further award for the Bundesliga – the “Dream Campaign” – certifying it as the best online campaign in China. This campaign fulfills the Bundesliga’s brand promise of “Football as it is meant to be”, since Chinese soccer fans are able to communicate their wishes to the Bundesliga. The involvement of 50,000 Chinese fans and the satisfaction of numerous wishes both large and small illustrate the particular closeness of the Bundesliga to its Chinese soccer fans.
Robert Klein, CEO of Bundesliga International, reflects on its strong performance: “It is a great honour for the Bundesliga to be awarded as #1 European League for the fourth consecutive year. It shows that ‘Football as it is meant to be’ is celebrated in the entire world and that we found a way to share our passion with the Chinese fans. Focusing engagement and being really close to the fans, understand their dreams and treat these with respect is part of our DNA and has been celebrated with our clubs during the year, especially during our ‘Bundesliga Dream campaign’ which set a new industry benchmark in spring 2017. And the best is, this is just the beginning, with our partners CCTV and PPTV as of July 1st, we will be able to even share more of the fascination Bundesliga to football fans in China. For now I want to thank all clubs, our local partners, and most of all – our chinese fans who live and share the Bundesliga values everyday.“ Robert Klein, CEO Bundesliga International.“
In response to the Bundesliga’s award for “best online campaign”, Professor Schmidt, Head of the Center for Sport and Management at the WHU and Member of the Chinese Soccer Observatory, said:
“Professional soccer clubs and leagues that want to reach Chinese soccer fans need digital expertise that can keep pace with the speed of digital innovations in China. With its ‘Dream campaign’, the Bundesliga has once again demonstrated that it knows how to be successful in China. The production of video content with players and clubs exclusively for Chinese fans and the use and enabling of all available digital channels for the campaign show that the Bundesliga not only feels tremendous passion for the Chinese market, but its actions are also strategically very well thought out. Over 50,000 ‘Dreams’ submitted and over 15 million video views speak for themselves. The Bundesliga has launched China’s most successful online soccer campaign of all time – congratulations!”
The Bundesliga’s exceptional position in China is also underpinned by further awards for German Bundesliga clubs. Borussia Dortmund won the award for best live streaming series. FC Bayern München was crowned best technology user and for having the best campaign on a China tour.