Tottenham Hotspur inks Chinese streaming deal with Douyin

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Tottenham Hotspur have become the first Premier League club to sign a streaming deal with Chinese music video platform and social network – Douyin, also known as TikTok in other countries.

The English top-flight football club, under the terms of the agreement, will use the app-based short-form video service to content such as skills, goals and behind-the-scenes footage to attract young Chinese fans to the club.

The app reached 150 million daily active users (500 million monthly active users) in June 2018,and was the world’s most downloaded app in the first quarter of 2018, with an estimated 45.8 million downloads. With 100 million registered users, the app generates more than one billion daily video views.

Douyin was the sixth most downloaded app in the world in the first quarter of 2018 across iOS and Android devices. It was also the world’s most downloaded non-gaming iOS app, while 85 per cent of the site’s users are under the age of 24.

The service allows users to engage with 15-second video clips, with the content appearing on each individual’s timeline the result of an algorithm designed to provide users with the content most relevant to their needs.

The launch on Douyin is the latest move in Tottenham’s partnership with Shanghai-based sports marketing agency Mailman Group, which drives the club’s social media activity in the country.

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Spurs claim a fanbase close to 45 million people in China, with an official supporters’ clubs in both Beijing and Shanghai. Part of this is due to the success of the club’s Weibo account, with 1.7 million followers on the Chinese social media platform.

Chinese messaging app WeChat has also proven fruitful for the club, with a further 25,000 followers on the app.

Donna Maria-Cullen, Tottenham executive director, said, “We are constantly looking at innovative ways in which we can further engage our young and growing fan base.

“The progress of our team on the pitch in recent years, coupled with the stand-out performances of our players at this summer’s Fifa World Cup, has led to increased demand for unique club content in line with the growing popularity of football in the region.”

“We are delighted to be working with Mailman to launch this new and exciting partnership with Douyin, a first for a Premier League club, and one whereby we hope to bring our fans closer to the club and its players than ever before.”

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