Young Chinese football fans to get localised Copa90 content thanks to Mailman deal with global fan culture brand

Shanghai-based sports agency Mailman and football content giant Copa90 have announced a deal to localise and distribute Copa90’s videos in China and for Mailman to lead original content coming out of the country, which will then be posted on the London-headquartered brand’s social media channels.

“The collaboration is aimed at bringing Copa90’s unique fan-centric approach to quality football content production to an ever expanding Chinese football fan base,” said Mailman’s Andy Strong. “Delivering localised, bespoke content that talks to young Chinese fans in their own language, and developing a network of local micro-influencers who share the same passion for football that Copa90 are already renowned globally for.”

Copa90, who launched in 2012, are described as the “definitive youth media brand for football” and the brand was recently recognised as the United Kingdom’s most influential sports media on YouTube, according to Tubular Labs, beating Formula One and the Olympics.

Mailman will be posting Mandarin-language Copa90 content on Chinese social media channels including Sina Weibo, video and live streaming service Miaopai and short video app Douyin.

“Beyond the launch of the official Copa90 Weibo, which will host new video and rich media content daily, Mailman and Copa90 will also launch on the newest, most popular digital platforms such as Douyin to reach even wider demographics,” Strong added.

While Chinese football fans will get an insight into how the rest of the world is enjoying their football, the deal will also give a global audience a look at the game on the mainland.

“Mailman will also be creating new bespoke China-focused content under the Copa90 brand, exploring the game and the unique fan cultures that exist throughout China, featuring relevant and popular local talent.”