Social Media Snapshot: Tennis in China

CHINA TENNIS MASTERS THE SOCIAL CHAMPIONS

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Tennis, spearheaded by Li Na’s success over recent years, has seen a sharp rise in popularity in China and could become one of the nation’s most popular sports

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23,375,000!WEIBO FOLLOWERS

628,000 ENGAGEMENT 110,000 NEW FOLLOWERS

LI NA’S RETIREMENT POST

991,000MENTIONS IN 30 DAYS

LI NA’S SUCCESS


THE REACTION ON WEIBO

Winter-N, Changsha, Chinese tennis fan.!“I’ve cheered you on through everything for many years now. Li Na, whatever happens in the future, I will always support you. Good luck.”

陈坤, 74m followers, Chongqing (famous actor)!“Thank you for bringing so much joy into our lives. The titles that you won have made us all feel so proud. Good luck.”

Caroline Wozniacki, 1.13m fans. !“Li Na, one of the funniest and nicest players on tour!

A great competitor and a role model both on and off the court! You will be missed!! An exciting new chapter starts today!”


So, with Li Na now retired, who will drive further growth

of Tennis in China?

WEIBO TOP 3: MENS


Mario Cilic!60,000 followers

46 avg engagement 26,000 mentions

Novak Djokovic!1.26m followers

2,000 avg engagement 106,000 mentions

Andy Murray!1.17m followers


MAILMAN INSIGHT: There is currently a huge opportunity for top male players, with only two of the current top 10 players active online in China.

WEIBO TOP 3: WOMENS


Victoria Azarenka!1.16 followers


Maria Sharapova!2.73m followers

1,098 avg engagement 49,000 mentions

Caroline Wozniacki!1.13m followers


MAILMAN INSIGHT: 7 of the top 10 most followed tennis stars on Weibo are women.


CHINA OPEN: BEIJINGDate: Sept 22nd - Oct 6th 2014

623,000 FAN MENTIONS ON WEIBO

The two champions, Djokovic (117k) and Sharapova (40k) were mentioned over 150k times online during the open.

301,000 FOLLOWERS ON OFFICIAL WEIBO ACCOUNT


SHANGHAI ROLEX MASTERSDate: Oct 4th - 12th 2014

51,000 FAN MENTIONS ON WEIBO

Depsite claiming the title, Federer (39k) had less than half the number of online mentions of Djokovic (81k).

20,000 FOLLOWERS ON OFFICIAL WEIBO ACCOUNT

IVANOVIC!“Thank you Wuhan, it was a quick trip but looking forward to next year! Thank you for all your messages of support. I'm feeling better today and will do everything to be ready for Beijing!” !+ 400 Engagement


TOP PLAYER POSTSSHARAPOVA | DJOKOVIC | MURRAY | IVANOVIC

SHARAPOVA!“Hey buddy, I’m right behind you…” + 56,000 Engagement

MURRAY!Video: “Thank you fans”

+ 600 Engagement

DJOKOVIC!“Another great year at the

@中⺴⽹网ChinaOpen, you give me all your love;

I give you my best. Thank you for

1 more great year.” + 3,000 Engagement


WEIBO KING & QUEEN

NOVAK DJOKOVIC !

11,414 NEW FANS during 2 China events

Djokovic won his fifth out of the last possible 6 China Opens, continuing his dominance in China. Meanwhile, Sharapova took her first China Open title, with the last 5 different female champions all active online in China.

MARIA SHARAPOVA !

20,138 NEW FANS during 2 China events

QUESTIONS?


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Date post:	26-Dec-2014
Category:	Sports
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Social Media Snapshot: Tennis in China

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