LaLiga Santander: Weibo the official social network partner of Real Madrid in China (Yutang Sports)

Weibo (Chinese social network) has signed a partnership agreement with Real Madrid CF (LaLiga Santander) to become the club's official social network platform in China, said the Chinese website Yutang Sports on 31/10/2017.

"Under the terms of their agreement, the two sides will jointly deliver the club’s daily news, training and matchday videos, as well as fan engagement campaigns on Real Madrid’s official Weibo Account, while Weibo’s sports accounts, Weibo Sports and Weibo Football will distribute videos of the club’s highlights," said Yutang Sports.

"Additionally, the two parties will also seek to find new marketing approaches to serve the club’s sponsors. With the club winning the 2016/2017 UEFA Champions League, a Real Madrid video featuring the club’s Chinese sponsor Yili (dairy products) has been watched over hundreds of million times on Weibo," added Yutang Sports.

• Weibo, the official social network of LaLiga Spanish Professional Football League (formerly called the Spanish LFP) since March 2017, is owned by the Chinese group Sina Sports (sports channels on internet and…