(Yicai Global) Oct. 31 -- Spanish soccer team Real Madrid Club de Futbol has entered into a partnership with Sina Weibo, the largest Chinese-language social media platform, which Weibo Corp. [NASDAQ:WB] operates.
Under the agreement, Sina Weibo will join the ranks of Twitter Inc. [NYSE:TWTR] and Facebook Inc. [NASDAQ:FB] to become Real Madrid's official Chinese-language social media platform, Sina Technology reported.
The pair will work together to introduce quality games, information on the team's daily training, players' videos and activities for fans. Real Madrid will publish relevant content on its official Sina Weibo account. They will collaborate to commercialize quality games to provide more commercial solutions for brand owners while offering fans the best content.
As one of the world's top sports clubs, Real Madrid opened its Sina Weibo account in 2013 and has attracted more than 2.85 million followers since then. Two of Real Madrid's stars -- Cristiano Ronaldo and Gareth Bale -- have joined Sina Weibo and boast more than one million followers each.
Sina Weibo has been a major channel for Real Madrid to communicate with its Chinese fans since it joined the platform in 2013, said Rafael de los Santos, global head of digital at the club.
Sina Weibo has 361 million monthly active users, of which over 80 million are sports fans, said Zhang Zhe, head of sports at Weibo. By teaming up with Real Madrid, Weibo aims to expand its presence in the sports sector, develop vertical content and improve user experience, Zhang said, adding that the company also hopes to help Real Madrid and other top clubs develop their China business more comprehensively.