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Manchester United launches channel on Douyin

(Photo by Visual China Group via Getty Images)

English Premier League club Manchester United has officially launched a channel on the Chinese domestic social media platform Douyin.

The club’s new channel will provide real-time scrolling short videos during Premier League games, interviews and other club content. The channel will also feature augmented reality content in an effort to deepen interaction with Chinese fans and attract younger followers, the club said in a statement.

Commenting on the new channel, Phil Lynch, chief executive of Manchester United media, said: “The club’s entry into the new platform is very exciting for us, and it also means that we will interact with emerging fan groups in China with unique narratives and innovations on the new platform.”

Douyin, branded as TikTok in markets outside China, is based around user-generated short video content, and has been one of the world’s fastest growing social media platforms in recent years. It had 400 million active daily users in China in January this year.

Last month, Manchester United launched its own channel on the TikTok short-form video platform. The platform has been building a presence in the sports market and announced a partnership with LaLiga, the Spanish football league earlier this year.

Douyin has also agreed a two-year “Official Short Video Platform” with United’s local rivals Manchester City in a deal that began in August.