SHANGHAI, January 16, 2019 – Laureus, the global movement that celebrates the power of sport to bring people together as a force for good, has extended its presence in China by launching official accounts on popular digital platforms WeChat and Douyin.
Having launched on Weibo in 2011 and held the Official Laureus World Sport Awards in Shanghai in 2015, Laureus is further extending its footprint in China by launching on Tencent’s multifunctional platform WeChat and Bytedance’s short-form video app Douyin.
With a vision to educate more people in China about Laureus Sport for Good, the Laureus World Sports Academy and Ambassadors Programme and the Laureus World Sports Awards, and to engage the younger generation, launching on the country’s most popular digital platforms will allow Laureus to broaden its reach and approach more demographics to spread its message.
Laureus is launching the accounts ahead of the Laureus World Sports Awards set to take place in Monaco on February 18. The showpiece event is regularly attended by the world’s most famous sports stars, with tennis legend Roger Federer picking up his fifth and sixth Laureus statuettes in 2018.
WeChat recently hit the 1 billion users mark and is used by over 90% of China’s internet population. Douyin (internationally known as Tik Tok), the short-form video platform owned by Bytedance, has taken the world by storm this year becoming one of the most downloaded apps worldwide.
Jonathan Hill, CEO of Laureus World Sports Awards Limited, said: “China represents a very important market for Laureus with the country’s growing interest and enthusiasm for sport. Ever since Beijing 2008, and more recently the Laureus World Sports Awards in Shanghai 2015, I’ve been hugely impressed with the knowledge and appetite people in China have surrounding sport and the benefits it has for society.”
“Launching on the country’s most popular social and digital platforms gives us greater access to showcase the efforts Laureus is taking to improve the world through sport. We look forward to sharing the inspirational stories of our Academy Members, Ambassadors and Sport for Good programmes with users of WeChat and Douyin.”