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There’s been a significant rise in football fandom in China, driven not just by the sport itself but by how it’s being experienced—through localised digital engagement, platform-native content, and culturally attuned collaborations. According to the Red Card 2025: Asia Digital Performance Index from IMG-owned sports agency Mailman, the digital footprint of football in the region is becoming more immersive, interactive, and commercially potent.
Douyin has emerged as a dominant force in reshaping how sport is consumed, with over 120 million sports content accounts and 60,000 verified creators. Since 2022, it has streamed more than 15,000 events, generating 2.7 billion views. More than just a broadcast partner, Douyin is shifting the narrative around football content. Highlights are giving way to short-form, entertainment-led formats—from grassroots tournament clips and youth talent showcases to influencer reactions and “mystery box” reveals. The platform is also proving effective in building anticipation for pay-per-view (PPV) matches that sit outside mainstream rights packages.
This platform-native storytelling is resonating far beyond traditional fan bases. Real Madrid’s content featuring Olympic gold medallist Fan Zhendong at the Santiago Bernabéu drew over 13 million views on Weibo, while PSG’s Lunar New Year collaboration with Jay Chou and a slate of lifestyle, fashion and music KOLs created buzz well outside core sporting circles.
A PSG jersey created in collaboration with Jay Chou
Tottenham Hotspur’s co-created BiliBili content with a Chinese fan drove an 800% increase in engagement, underlining the value of culturally rooted storytelling.
Technology, localisation and the offline ripple effect
The evolution extends to how global tournaments are being tailored for Chinese viewers. During Euro 2024, pitch-side LED billboards were overlaid with China-specific advertising via virtual billboard replacement (VBR) tech. At the same time, Chinese brands like BYD, Hisense and Vivo accounted for more than a third of top-tier sponsors, illustrating football’s role as a strategic brand platform for outbound Chinese companies. Offline momentum mirrored online enthusiasm, with outbound travel to Germany surging 110% during the tournament.
Physical activations are also contributing to brand building. A livestreamed masterclass featuring David Beckham—organised by EA Sports and Adidas—became the most-viewed livestream involving a foreign celebrity in China, attracting five million viewers. Manchester United’s I Love United+Beijing initiative is anchoring digital engagement in real-world fan communities, while Manchester City’s collaboration with Wu Fang Zhai on a ‘blue moon’ mooncake points to increasingly inventive, culturally resonant partnerships.
A mooncake collection from Wu Fang Zhai and Manchester City Football Club
Unsurprisingly, City topped Mailman’s Asia digital performance index, followed by Manchester United and FC Barcelona.
Regional nuances and the road ahead
Elsewhere in Asia, football continues to gain ground. India is home to over 300 million fans, with 80 million actively engaged. The sport is especially popular among those aged 16 to 24, but success hinges on hyperlocal strategies that account for the country’s linguistic and cultural diversity. In Indonesia, TikTok dominates football discourse alongside national passions like badminton and motorsports, while in South Korea, football remains the leading sport. In Japan—where baseball still holds sway—opportunities lie in intersecting with youth interests such as anime and K-pop.
Looking ahead, Mailman predicts the continued rise of Douyin’s PPV model, with potential to expand across 25-plus global football competitions and generate nine-figure revenues. AI-led platforms such as DeepSeek are set to reshape fan engagement through personalised experiences, while YouTube is expected to consolidate its dominance as the region’s go-to platform for sports content. Investment in China’s women’s grassroots football is also poised to yield long-term growth.
Football’s digital presence in Asia is no longer an afterthought—it’s the front line of fandom. By aligning with the cultural codes, digital behaviours and content expectations of each market, clubs and leagues are building deeper, more durable relationships with their audiences.
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