OTT & Digital

Dugout teams up with Mailman for China expansion

Soccer social media-focused platform targeting Weibo and Douyin.

by Elena Holmes

Dugout teams up with Mailman for China expansion

Chinese sports consultancy Mailman has agreed a partnership with digital soccer content producers Dugout.

The deal will see Mailman localise, customise and distribute Dugout’s soccer video output to Chinese audiences across platforms including Weibo and Douyin.

Mailman will use its platform, technology, studio and network throughout China to promote Dugout and ensure it gains “maximum exposure across the country”.

The move highlights Dugout’s focus on expanding its global presence, and will aim to its grow audience base in the world’s most populous country.

Andrew Collins, chief executive and founder of Mailman, said: “Dugout is one of the most innovative football companies in the world right now that recognises the importance of quality, premium and timely content.

Matthew Baxter, president of Dugout, added: “Dugout is excited to launch in China as we believe it is a great opportunity to distribute our original and branded content to the Chinese audience in a highly localised manner, which will aid us in developing passion points with Chinese football fans.”

The news comes after Dugout announced it had received a new UK£8.275 million investment led by US entrepreneurs David and Frank McCourt. The collaboration includes a strategic technology partnership and a joint venture with ALTV in the MENA region which will see Dugout expand its existing operations in the area.