Xiaohongshu inks deal with Belgium and Spain’s national football teams

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by Samuel Pordengerg Nov 25, 2022 News
Xiaohongshu inks deal with Belgium and Spain’s national football teams

China's lifestyle platform Xiaohongshu has signed sponsorship deals with Belgium and Spain's national football teams. The strategic cooperation is the beginning of Xiaohonghu's series of interactive activities for its users.

During the World Cup, both Belgium and Spain will use Xiaohongshu to share their team's highlights, interesting stories, behind-the-scenes preparation, and other exclusive content. Several football experts will be onboard to chat with users in real time through interactive livestreams and launch several World Cup-related events both online and offline.

Images: Xiaohongshu

Rubén Rivera, Marketing Director of the Royal Spanish Football Federation, said that the agreement with Xiaohongshu will serve as a way to increase international awareness of the country's team and culture.

In the last few years, sports-related content on Xiaohongshu has gone as far as creating an entire football fashion fad. The Chinese lifestyle platform forged partnerships with some of the world's best clubs in order to cater to the growing trend.

“World Cup streaming rooms” in demand in China as the tournament kicks off

There are other Chinese enterprises that are supporting the World Cup. Six of the 16 official sponsors and partners of the World Cup are from China. China Mengniu Dairy, Hisense, and Wanda Group are some of the companies. China is the country with the biggest-spending sponsors after the US with a total of 1.1 billionUSD.

Xiaohongshu struck a deal with two of the most popular national teams in the World Cup in order to bring its lifestyle community to the international stage.

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