Mailman Group Sports & Entertainment Representation in China Deck 2014

sports & EntertainmentRepresentation in China

2014

about

symbolizes China’s driving ambition and revolutionary spirit.

Established in 1999, we’ve been at the forefront of new media, technology, and consumer trends in China for over 15 years. We represent professional sports athletes,

teams, and celebrities in China through digital, media partnerships, commercial and PR.

our clients include:

©COPYRIGHT 2014 MAILMAN GROUP

SuCCESS

ouR appRoaCh

experience+

insights+

relationships

Through the success of China’s actors and professional sporting figures abroad, the emergence of online streaming, access to digital and now very mobile global Chinese citizen we’ve seen the appetite for foreign professional celebrities grow exponentially. It’s our role to represent our clients best interest by navigating China’s dynamic media, corporate and digital landscape to deliver success across the Mainland.

We deliver the face our clients need.


REpRESENtLEt uS You

ouR SERviCE

We deliver service across thESE 4 piLLaRS:

• China digital strategy and planning• Media buying, SEO, PPC and reporting• Research, reporting and insights• Social media strategy, planning and execution• Content strategy, content planning, publishing• Influencer (KOL’s) management• Video creation, editing and publishing• Blog writing, content syndication, online PR• Commerce strategy and planning

• Partner strategy, planning and negotiation • Commercial and media partnership

management and follow up• Celebrity assignment, negotiation and contract

fullfillment• Sports media content strategy• Press Release preparation, planning and

reporting


digital + pR media + commercial

mEdia paRtNERShipS

We’ve developed relationships throughout China’s complex media sphere. These relationships are used to explore new opportunities in both online and offline media partnerships. Media offers our partners enormous power to very quickly expedite brand development in China through collaborative media partnerships in web, social, gaming, IPTV, traditional TV and more.

Companies we work with include:


CommERCiaL paRtNERShipSindustries we focus on include:

Technology

Insurance

FMcg

BanKIng

Delivering value through commercial partnerships is at the bedrock of our partnership team. By investing through media and brand development the commercial team are empowered to actively

introduce our partners with Chinese domestic and international brands.


case studies

Media + coMMercial


LivERpooL FC + hupu SpoRtSCaSE StudiES


Liverpool FC’s plans to launch the official Liverpool Chinese website in partnership with Hupu Sports and Mailman Group was officially signed at the prestigious Shanghai Sports Conference.

Liverpool’s Chief of Media was joined by members from Hupu Sports, Legend Ian Rush and Mailman’s Andrew Collins.


CaSE StudiES

LivERpooL FC hoSt ChiNa’S #1 LFC FaN iN boStoN

In the build up to Liverpool football club’s highly publicized tour to the USA, Mailman took the opportunity to partner with one of China’s most famous football commentators: Zhan Jun. He also happens to be the country’s best known Liverpool fan and boasts a social media following of 9 million, therefore becoming a powerful Chinese ally for the club.

KTV is one of China’s most popular hobbies. Mailman worked with Tencent to launch a country wide online campaign encouraging fans to post their own renditions of Liverpool’s famous anthem ‘You’ll Never Walk Alone.’ Mailman combined football and karaoke to create a powerful campaign with one of China’s top sports portals.

LivERpooL FC tuRN to KaRaoKE to REaCh ChiNa FaNS


CaSE StudiES

maNChEStER uNitEdtuRN to taxi mEdia FoR SELLout ShaNghai touR

As part of the promotion around Manchester United’s tour to Shanghai, Mailman managed a partnership with Shanghai’s #1 Taxi Media company to promote the match vs. Shanghai Shenhua on 1 million taxi screens across the city.

Following an active summer transfer window, Mailman arranged exclusive interview opportunities for Tencent Sport with some of Tottenham Hotspur’s top new players. The video interviews were featured on Tencent’s homepage.

tottENham hotSpuR + tENCENt ExCLuSivE vidEo iNtERviEw with SpuRS SummER SigNiNgS


CaSE StudiES

FC bodogSpoNSoR ShaNghai SuppoRtERS CLub ChampioNS LEaguE

Following their sponsorship of Arsenal football club, Bodog tasked Mailman with repositioning them in China as a football gaming brand. To achieve this, Mailman oversaw a naming rights deal with Shanghai’s top football supporters club competition: the Bodog Champions League. Bodog are now well respected amongst local football fans on Weibo.

Following a high profile online competition to send Chinese football fans to watch the World Cup in Brazil, Mailman ensured there would be a powerful media presence on the ground during the trip. Mailman completed a content deal with Tencent to send their chief German football editor to report live from Brazil.

bitbuRgERLaNd iN bRaziL withtENCENt


CaSE StudiES

JaguaR LaNd RovER hoLd aNNuaL gaLa at thE ShaNgRi-La

Jaguar Land Rover hosted their annual dealership Gala Dinner in Shanghai on April 11 with approximately 500 guests attending at the luxurious Shangri-la. We supported with two celebrities co-hosting the event.

Wrigley Extra signed on famous Taiwanese actress, singer, and TV host Rainie Yang for their 2014/2015 campaign. Rainie Yang was the official spokesperson and appeared in Wrigley Extra campaigns for all media in the Hong Kong, Taiwan, and Malaysia region.

RaiNiE YaNg ShaRES a SmiLE FoR wRigLEY ExtRa


CaSE StudiES

Who was the new Miss Sixty spokesperson? Online polls and promotions released clues online about who it could be - she has a famous boyfriend, she is an Asian superstar, she has a unique personality and charm... We sourced and executed the contract to sign Korean actress Jun Ji-Hyun for the Miss Sixty denim2014/2015 global campaign, cementing their coveted, fashionable status.

JuN hi-JYuN FiNaLLYREvEaLEd aS miSS SixtY SpoKESwomaN


CaSE StudiES

ShuNza [顺子] pERFoRmS at biLLioNaiRE.Com LauNCh EvENt

Haute Shanghai gathered for the debut of www.Yiwanfuweng.com, the Chinese edition of Billionaire.com, set at elegant private club One Xintiandi. The soiree saw a a wide audience of press, media, and celebrities - both locally and internationally. We secured and facilitated an exclusive performance from famous Taiwanese singer Shunza to kickstart the event.


digital + social

By launching the first professional EPL team onto Chinese social media we’ve continued to develop leading social media, digital and web strategies for

the world’s most sought after sports teams and personalities.


We’ve developed our own proprietary social management software giving you transparency across the accounts, access to analytics 24/7 and protection against China’s online sensors.


we develop the ‘guānxi’ relation / relationships

关系

and ensure your brand is supported.

pRIn China the major sports and media portals dominate mindshare through young consumers.

Our team of trained social, pr and content professionals maintains relationships with key industry editorial and influencer channels.


case studies

diGiTal + Pr



ChiNa gEtS a taStE oF amERiCaCaSE StudiES

We sent 2 Mailmen to Beijing to live blog the culinary adventures of top chef and US chef ambassador Rick Bayless along with China’s famous Travel Channel host and foodie, Johnny Chan on Weibo from a Discover America event for July 4th weekend.

Mailman, who launched their Chinese website GoUSA.cn, also created a Chinese version of the Discover America e-cookbook, available on the website for free download.


CaSE StudiES

Linkin park

maroon 5

maggie Q

alicia Keys

avril Lavigne

ian somerhalder


2.5M+ social followers

100K monthly website

visitors

LivERpooL FC SoCiaLCaSE StudiES

• 1st European football club to launch a presence on Sina

• 1st European football club to launch a presence on Tencent

• No.1 engaged club on game day

• More people comment and repost LFC social media content ahead of any other club every day


tottENham hotSpuR SoCiaLCaSE StudiES

chInese neW year duaL LaNguagE MICRO-SITE

SECoNd ENgLiSh FootbaLL CLub with oFFiCiaL weChat

pRomotEd2013 hoNg KoNg aSia tRophY touR


maNChEStER uNitEd SoCiaLCaSE StudiES

50,000tENCENt wEibo FOLLOWERS iN 24 houRS

4MIllIon FoLLowERS iN uNdER 6 moNthS

sold ouTShaNghai touR


FC bodog SoCiaLCaSE StudiES

1M+FC bodog wEibo

followers in 1 month

‘FC bodog taKES mE to LoNdoN’ CampaigN

SENds oNE wiNNER to thE EmiRatES

created‘haNg with FC bodog

iN bRaziL’ app


ReportsThrough reports, infographics and industry thought pieces we’re driving the industry forward.

our industry report the China digital Champions League

Red Card is now the key source for authority within football and digital in China.


our teamWe have an entrepreneurial spirit spanning 10 nationalities.

Our management team includes experts in digital, media, commercial and PR.

erIc gao

Partnership Director

Digital & PR

andreW collIns

daVId hornBy

gIa cheng

Partnership Director

Digital & PR Digital & PRMIchael lIn roXan hsIng

An 8-year China veteran, CEO Andrew Collins has channeled his passion for entrepreneurship and sports into Mailman’s innovative approach to sport opportunities in China. His experience ranges from founding several hits across the industry including Transition China, Fanstang, KAWO, and MVIP. He is a regular contributor to Fast Company, speaker on innovation/social media, a judge for Start Up Asia (2013), commentator on Thoughtful Media, board member for the Entrepreneurs Organization and an honorary adviser to the Australian Chamber of Commerce.


thaNK You!

maiLmaN haS bEEN FEatuREd iN:

shanghai,china

Suite 210, Building 3,Lane 210, Tai Kang RdShanghai, 200025TEL +86 21 6445 9899

New York,united states

ComiNg SooN

[email protected]


Mailman Group Sports & Entertainment Representation in China Deck 2014

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