In a guest article for SportBusiness, Denis Green, global head of communications for the Mailman digital agency, speaks to Li Shen, head of sports content operations at Xiaohongshu. The growing social media 'lifestyle' app is popular among young and female Chinese audiences and has ambitions to be a bigger platform for sports content

European football giants Barcelona and Juventus have signed content partnerships with Chinese social media and e-commerce platform Xiaohongshu

Chinese, female-skewed social media and ecommerce platform Xiaohongshu has agreed two significant sports partnerships, with state broadcaster CCTV and the women's national football team