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.”

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Strong explains that the target market is the young Chinese fan but it is not limited to those who are consumed by the beautiful game.

“Predominantly targeting the 16-25 age bracket, Copa90’s rich and varied production library will satisfy Chinese football fans from the hard core ‘superfans’ – via deep-dive documentaries, tactical analysis and up to date in-depth discussion – to the more casual viewer interested in e-sports, celebrity voices and following the latest social trends.”

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Ross Whittow-Williams, COO of Copa90, said: “Quite simply, we recognise the Chinese football opportunity as one of the biggest in global sports media.

“We see the Asian market as a big strategic opportunity for us and we look forward to establishing

Copa90 firmly as the most loved football media brand across the region.”

Analysis

A presence in China goes some way to Copa90’s belief that “football is the universal language” and any move geared towards understanding and explaining fan culture and the myriad forms it takes around the world should be applauded.

It will be interesting to see what the new content coming out of China will look like and where it will fit within Copa90’s well-worn brand of interviews with footballers and musicians while playing FIFA 18 on “FIFA and Chill”, Stormzy and David Beckham launching a new Manchester United kit and documentaries on derby days around the world – and how viewers across the globe respond to that.

If it drives interest in Chinese football from outside the country and passion for football in general in China then it will be a welcome addition to what is currently a rather traditional media landscape.