24 January 2019
Innovation is an integral part of Juventus’ approach around the world and further confirmation of this has been provided by the Red Card Report, an assessment of the digital performance of European football clubs, leagues and players in China in 2018. The report is produced by Mailman, the leading Chinese company in the sports consultancy and marketing sector.
Besides crowning Cristiano Ronaldo as the most influential player online, the report names Juventus as the most innovative club in China, as well as ranking Juve as the fourth most influential club overall.
The recognition comes after Juventus became the first club to launch an account on Douyin, the hugely successful Chinese social media platform centred around short, story-format videos. The app has over half a million monthly users, many of which belong to the so-called Generation Z – people born between 2000 and 2013.
The possibility of engaging with this age group was one of the main reasons that prompted Juventus to launch on Douyin. As Juventus Chief Revenue Officer Giorgio Ricci explains, the club is focused on boosting brand awareness and the size of its fan base in China, with a particular onus on young people.
“With the launch of a Douyin account, Juventus continues the process it began in 2017 with the release of the Juventus VR app,” said Ricci. “The club is always open to looking at new digital platforms it can use to share engaging content for fans in China. Juventus’ aim is to create a digital experience for Chinese fans which makes them feel close to the team and the world of the Bianconeri.”
As shown by Juve’s performance in the Red Card Report, the club’s efforts are beginning to bear fruit.
