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Mailman examines the popularity of tennis and major tennis athletes across Chinese social media
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CHINA TENNIS MASTERS THE SOCIAL CHAMPIONS
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
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
““
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
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
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
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!”
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
So, with Li Na now retired, who will drive further growth
of Tennis in China?
WEIBO TOP 3: MENS
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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
500 avg engagement 63,000 mentions
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
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
Victoria Azarenka!1.16 followers
379 avg engagement 1,000 mentions
Maria Sharapova!2.73m followers
1,098 avg engagement 49,000 mentions
Caroline Wozniacki!1.13m followers
459 avg engagement 2,000 mentions
MAILMAN INSIGHT: 7 of the top 10 most followed tennis stars on Weibo are women.
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
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
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
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
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
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
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
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?
© 2014 MAILMAN GROUP - ALL RIGHTS RESERVED
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