Portugal´s Football Federation Strengthens China Ties With Weibo Strategic Partnership

The Portuguese Football Federation has enhanced its presence in China by becoming the first Football Federation to agree a strategic partnership with leading Chinese social media platform Weibo.



This partnership takes place after the launch of Portugal´s official store on Alibaba Tmall at the beginning of the year.


Portugal has around 20 million strong fans in China and the Portuguese Football Federation will continue to reinforce the connection of the team and players by continuing to inspire fans with new experiences and exclusive content.

Being an innovation and digital led federation, Portuguese Football Federation will leverage the Weibo platform to deliver exclusive original content, tailor-made for Portugal fans in China.


Nuno Moura, Portugal´s Football Federation CMO, said of the partnership: “Portugal and China have a historical connection dating back to the 16th century that, in addition to trade, allowed for the mutual exchange of knowledge in a diversity of areas as well as artistic and cultural influences.


“We are absolutely committed to following this path, now also through football. We hope that our team can inspire a new generation of young Chinese footballers to reach their full potential and continue to delight our millions of fans in China who, despite the distance, are constantly showing their support which our players value so deeply.


“With the strategic collaboration with Weibo in China, we will be able to be even closer to our fans and provide premium and original content and experiences, custom-made specifically to them.”


Zhan Sheng, General Manager of Sina Sports, added: “We are so happy that Weibo has reached a strategic cooperation with the Portuguese National Team, which is also the first national football team to achieve a strategic cooperation with Weibo.


In the future, the two parties will carry out more in-depth cooperation in content distribution, event operation and commercial development. Weibo will collaborate actively with the Portuguese Team to expand the volume of online communication and accumulate social media assets.


“Weibo will work with the Portuguese team to develop the official fan community and super topic to create a new ‘online home stadium’ for fans to watch football. We sincerely give our best wishes to Portuguese Team, hoping they can achieve great success in the European Football Championship and win more fans’ love on Weibo.”



Portugal currently has over three million followers on Weibo and are the fastest-growing football federation with highest levels of engagement on Weibo in China.