Red Card 2022: Premier League, most popular league on social media in China for 4^th consecutive year

The Premier League is the most popular European league on social media in China for the fourth consecutive year, according to the "Red Card 2022" report by Mailman Group, a Chinese agency that analyses and manages the online presence of brands on the internet, published on 17/02/2022.

The ranking is identical to that of the 2021 edition: the English League (56 points) leads LaLiga Santander (49 points) and the Bundesliga (21 points) on the podium. The Ligue 1 Uber Eats was placed fourth (16 points) while the Serie A TIM closes the ranking in fifth (7 points).

Notably, the Premier League has become the first league to launch on the Chinese streaming platform Bilibili (digital broadcaster of the Emirates FA Cup for 2021-2024), on which it offers "long-form video formats to engage this unique younger audience," said Mailman Group. It also organises the ePremier League China, an esports tournament in partnership with Chinese internet services group Tencent. The English league is also particularly popular on Douyin (the Chinese equivalent of TikTok), where it has an engagement rate six…