Fifa today launched its digital presence in China on Weibo, the country's largest social media platform.
The official @FIFA account will be joined by an @FIFAWorldCup account later this month, which will focus on all news and updates related to the 2018 World Cup in Russia, which takes place in June and July.
Wang Gaofei, chief executive of Weibo, said: "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. Fifa will leverage the unique advantages of the Weibo platform to grow its presence in China and provide Weibo users with exciting initiatives."
Philippe Le Floc’h, Fifa's chief commercial officer, added: "Fifa is very excited to launch its digital presence in China where social media is an important means of communication, especially with young people. Our new dedicated platforms will allow us to get closer to Chinese football fans and find out what the beautiful game means to them."
In recent times, Fifa has become increasingly reliant on China for new sponsorship deals, adding Mengniu Group, the dairy products company, and technology brands Hisesne and Vivo as official sponsors of the 2018 World Cup.