Launched in November 2018, Chelsea quickly became the second-most followed football club on short-form video platform Douyin, with 1.28 million followers and over six million total Likes gained within eight months of launch. The club consistently delivers localised China-specific content to its dedicated fanbase which continues to expand in the country.

Our most popular content centres around star players and entertaining concepts, such as Eden Hazard’s son falling over a football at Stamford Bridge and David Luiz’s thrilling goal-line clearance against Eintracht Frankfurt.

On Weibo, we were the fastest-growing European football club in the 2018/19 season, gaining over two million new followers and increasing our total Weibo followers to 5.3 million.

The club also put together a 15-episode studio production called ‘The Chelsea Report’ during the 2018/19 season, which helped strengthen links with the team's Chinese following. The show proved extremely popular, gaining 2.1 million impressions and over 8,500 engagements. We also created other China-specific content including the Blues’ Top 100 Goals, featuring club legends.

Chelsea Official Weibo Page

Chelsea Official Douyin Page

Chelsea Official WeChat QR Code: