Sunderland AFC has launched a new Chinese website to boost likes with fans in the Far East.
The Black Cats are the latest Barclays Premier League football club to launch a site in Mandarin, providing supporters with the latest SAFC news, player interviews and behind-the-scenes photos and videos from the official YouKu channel.
It follows the launch of the club’s official accounts on the Chinese social media platforms Sina Weibo and Tencent WeChat, which feature – in Mandarin – live score updates, competitions, news stories and more.
Gary Hutchinson, SAFC commercial director, said: "Interest in the Barclays Premier League across Asia is growing at a phenomenal rate and it’s important that Sunderland AFC is part of that growth and development.
"Increasing our digital following in key territories such as Asia is an important part of the club’s digital strategy and serving content to fans in this market in their local language is something that will help us to grow our following significantly.
"The club already has circa 90,000 followers on Weibo and that is increasing at a rapid rate. The new website will improve our communication with our supporters and give them even more access to the club."
The project is being supported by SAFC’s principal partner and shirt sponsor Dafabet.
John Cruces, head of sports marketing and sponsorship at Dafabet, said: "The Premier League following continues to grow in Asia and we’re very happy to assist Sunderland in launching their website in Mandarin.
"We know there are many Black Cat fans in Asia, so to help them engage with the latest club news in their local language is a great way of giving back to supporters, who are the heartbeat of any football club."