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CHINA SOCIAL MEDIA POPULARITY REPORT major league soccer

Major League Soccer Chinese Social Media Popularity Report

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Mailman Group analyzes the popularity of US Major League Soccer (MLS) on Chinese social media with some surprising results.

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Page 1: Major League Soccer Chinese Social Media Popularity Report

CHINA SOCIAL MEDIA POPULARITY REPORT

major league soccer

Page 2: Major League Soccer Chinese Social Media Popularity Report

© 2014 Mailman Group - All Rights Reserved.

most popularclub: la galaxy

© 2014 Mailman Group - All Rights Reserved.

No official Chinese social media account

288,000 mentions on Sina Weibo

Page 3: Major League Soccer Chinese Social Media Popularity Report

© 2014 Mailman Group - All Rights Reserved.

most popularplayer: thierry henry

© 2014 Mailman Group - All Rights Reserved.

No official Chinese social media account

417,000 mentions on Sina Weibo (in 60 days)14

Page 4: Major League Soccer Chinese Social Media Popularity Report

© 2014 Mailman Group - All Rights Reserved.

500,000total club mentions

Toronto FC: 15,000 mentions

Seattle Sounders FC: 22,000 mentions

LA Galaxy: 288,000 mentions

New York Red Bulls: 150,000 mentions

New York City FC: 25,000 mentions

© 2014 Mailman Group - All Rights Reserved.

Page 5: Major League Soccer Chinese Social Media Popularity Report

© 2014 Mailman Group - All Rights Reserved.

Clint Dempsey: 212,000 mentions

2

Thierry Henry: 417,000 mentions

14

1,301,000total player mentions

Robbie Keane: 93,000 mentions

7

David Villa: 416,000 mentions

9

Frank Lampard: 256,000 mentions

8

© 2014 Mailman Group - All Rights Reserved.

(last 60 days)

Page 6: Major League Soccer Chinese Social Media Popularity Report

© 2014 Mailman Group - All Rights Reserved.

david beckham followers

Large influence on Chinese netizens

1 official Chinese social media account

4,930,000

© 2014 Mailman Group - All Rights Reserved.

Page 7: Major League Soccer Chinese Social Media Popularity Report

© 2014 Mailman Group - All Rights Reserved.

Villa - Tencent Weibo 1,460,000 followers

Toronto FC - Sina Weibo 10,000 followers

© 2014 Mailman Group - All Rights Reserved.

Lampard - Sina Weibo 240,000 followers

established chinese fan base

1,710,000 total followers

Page 8: Major League Soccer Chinese Social Media Popularity Report

© 2014 Mailman Group - All Rights Reserved.

presence during world cup

559,000 team usa mentions

© 2014 Mailman Group - All Rights Reserved.

25,000 Weibo users chose USA as their preferred team

during the World Cup

Most popular player: Dempsey

2

Page 9: Major League Soccer Chinese Social Media Popularity Report

© 2014 Mailman Group - All Rights Reserved.

what the fans say

“Since the first season in 1996, there have been many good players, but when Beckham joined, exposure reached unprecedented heights. Now the Beckham effect is leading to more world class players in the MLS.”

“Next season the newly added teams New York City FC and Orlando City SC will participate in the MLS, I feel that next year

will be exciting, there should be a lot of people watching it.”

© 2014 Mailman Group - All Rights Reserved.

Page 10: Major League Soccer Chinese Social Media Popularity Report

© 2014 Mailman Group - All Rights Reserved.

questions?

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get in touch

mailman group is a leading social media agency in china please contact us at: [email protected]

or visit www.mailmangroup.com