English Premier League club Chelsea are looking to elevate engagement with the club’s audience in China, becoming the first side to introduce a pre-match show specifically for the country.
With 15 episodes having already been produced, the show, which is titled ‘The Chelsea Report’, will air this season as the Blues seek to push Manchester City to the wire in the race to capture Premier League glory.
The show will feature ten-minute-long segments in Mandarin, providing Chelsea’s Chinese fans with matchday highlights, analysis and a fan engagement section which allows Blues fans to select their man of the match.
Chelsea’s marketing director, Gary Twelvetree commented: “Chelsea Football Club enjoys a very strong following in China and we are always looking for ways to better engage with our loyal and passionate supporters in the country.”
The launch marks Chelsea’s continued focus on the Chinese market, with it also producing content on China’s rapidly expanding social media platform Weibo this year.
Furthermore, as the club looks to continue boosting its presence within Asia, the club will maximise its sponsorship with principal partner Yokohama, as club legend Didier Drogba will take part in fan Q&A sessions in India, Japan and Malaysia, starting in Delhi on 23 November.