English professional football club Chelsea have announced a new multi-year regional deal with Chinese sports trading card platform FansMall. The deal will see FansMall become the Official Trading Card & Sports Collectibles Partner of the club in Greater China.
FansMall will design a series of Chelsea-themed trading cards for the Greater China market as part of this agreement. The Chelsea supporters in the region will have access to special products, such as signed memorabilia and match-worn clothing.
In recent years, Chelsea FC have established a strong presence in Greater China, led by the club’s regional Asian headquarters in Singapore. Their men’s team have held pre-season games in Beijing, Guangzhou, Hong Kong and Macau, as well as produced an award-winning studio show and communicated directly with supporters via social media platforms such as Weibo, Douyin and Kuaishou.
Chelsea are now the most-followed European football club online in China, with 15 million followers. With an average audience of 16.5 million, the Chelsea Studio Show is the most engaged football live stream in China. The Blues have also been the most engaged Premier League team in China on Weibo and Douyin in the 2022/23 season.
Tom Glick, president of business, Chelsea Football Club, said:
“As the club’s Official Trading Card & Sports Collectibles Partner in Greater China, FansMall is dedicated to bringing the best trading card collectibles to fans and collectors and we will release an exclusive selection of Chelsea trading card products for this season and the season to come.
“FansMall is a fantastic addition to our family of partners at Chelsea FC and we look forward to working closely with them and introducing our fans in Greater China to their highly impressive range of exclusive Chelsea-theme cards and collectibles.”
FansMall founder Sebastian Zhao added:
“FansMall is honoured and delighted to establish a long-term partnership with Chelsea FC, one of the most respected and beloved football clubs in China with a winning culture and a fine tradition of success.”
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