Douyin Strengthens Manchester City Partnership

Manchester City has formally confirmed a deal with Douyin that sees the Chinese video platform become the club’s official shortform video partner.

The partnership, which went live in August, spans for an initial two years and will see the Premier League giant post exclusive shortform video content on the Douyin platform. This would include interviews, match highlights and other club content, as well as running fan activation campaigns across China.

City has one of the strongest social media games in China with over 840,000 followers  and the club is hoping the partnership will further boost its engagement with digital audiences there by allowing it to tap into Douyin’s advanced analytics tools.

Scott Munn, City Football Group’s Chinese chief executive, said,  “Since the launch of the club’s official Chinese account on Douyin in December 2018, [it] has become our fastest growing social account in China and accumulated a large number of loyal fans.

“We are committed to providing Chinese fans with more exciting behind-the-scenes short video content of Manchester City through Douyin.”