Bundesliga: Douyin (Chinese social network, TikTok) regional partner of Bayern Munich in China

Douyin (known as TikTok in the West), a Chinese social network, has become a regional partner of FC Bayern Munich (Bundesliga) in China from 2019-20, the German club announced on 14/05/2020. The duration of the partnership has not been communicated.

Douyin has the status of regional partner, the fifth level in the sponsorship hierarchy of the Bavarian club. This is "the company’s first partnership with a football club". The social network will broadcast short videos from Bayern Munich in China.

Bayern Munich launched its official account on TikTok on 12/04/2019 and has more than 1.7 million subscribers as of 18/05/2020. "FC Bayern is also the first football club to produce a weekly interactive livestream format on Douyin, thus creating an even stronger bond to its Chinese fans," said the club.

"In a time dominated by Covid-19, being able to communicate through digital platforms is important; (this) won’t abate after the pandemic" (J. Wacker, FC Bayern Munich)

• "FC Bayern opened its office in Shanghai…