Having a Weibo account is crucial as a means to reach football fans in China, considering Facebook, Instagram and Twitter are all banned in the Asian giant.
'As the world's largest Chinese social media platform, Weibo has 392 million monthly active users, of which more than 100 million are interested in sports,” said Weibo’s CEO Wang Gaofei.
“FIFA will leverage the unique advantages of the Weibo platform to grow its presence in China and provide Weibo users with exciting initiatives.”
Pass the ball
Kicking off FIFA’s Weibo account, the football’s world governing body engaged with fans through an interactive campaign entitled ‘Pass the ball’.
In late March, FIFA will open its second Weibo account, @FIFAWorldCup, which will focus on news and events related to the tournament.
'FIFA is very excited to launch its digital presence in China where social media is an important means of communication, especially with young people,' FIFA’s chief commercial officer Philippe Le Floc'h said in a statement.
'Our new dedicated platforms will allow us to get closer to Chinese football fans and find out what the beautiful game means to them.'
Chinese President Xi Jinping is a football fan and has vowed that his country hosts and lifts a World Cup eventually.