Chelsea Football Club is continuing to lead the way on digital in China, by becoming the first football club from outside the country to launch an official account on the rapidly growing Chinese short-form video platform, Kuaishou.

Kuaishou is a short-form video and live stream platform which currently has 700 million monthly active users and 300 million daily active users, as well as hosting 1.5 million live streams every day.

‘At Chelsea, we’re proud to be one of the world’s most innovative football clubs, and it is a statement of our continued drive and intent that we are the first club outside of China to launch on Kuaishou,’ said Chelsea’s director of marketing Gary Twelvetree.

‘China represents one of our most important international markets and we’re delighted to be able to serve our passionate fan base across the country on a new platform.’

Said Kuaishou Sports in a statement: ‘We’re excited to further grow our footprint in sports, supported by the launch of Chelsea FC on the platform, one of the biggest football clubs in the world.

‘We are looking to continuously grow the experience for our users and look forward to having more sports organisations on the platform in the future.’

As part of our launch on the platform, Blues stars Mason Mount, Mateo Kovacic and Jorginho filmed a welcome video and fan challenge video, in which they juggled a ball for as many times as possible in 30 seconds, challenging Chelsea fans and influencers to do the same.

On Kuaishou, Chelsea will publish entertaining match and training footage from the present and past, exclusive behind-the-scenes content, story-telling centered around the club and player’s most emotional stories, as well as local and global fan-related content, all in short-form video formats and through live streaming.

Chelsea are currently the second-most followed football club across all social media platforms in China. We also became the very first English Premier League club to sign an official strategic partnership with Weibo just last month.