Chelsea the first EPL club to partner with Chinese social media giant Weibo

Chelsea F.C have announced a strategic partnership with Weibo, a Chinese social media platform which records more than 520 million active users per month.

The West London club already have more than eight-million followers and will produce content specifically designed for the Chinese audience. This includes employing a Chinese fan reporter at their Cobham training ground.

To add to the ventures into the Chinese market, Chelsea has also launched Chelsea FC China TV, a regular weekday series that features interviews, discussion, highlights and other football related content.

Chelsea Chief Executive Guy Lawrence was delighted to announce the news, citing the strategic partnership will help the club to build a stronger relationship with its Chinese audience.

“Delivering high quality, quick-to-market content and bringing our Chinese fans closer to the club are two key aims of Chelsea’s China strategy,” he said.

“Through this strategic partnership with Weibo, we will be able to grow our offering of original and China-specific content across the country.”

Chelsea were the fastest-growing European soccer team on Weibo last season, according to an official release. As of the end of August, they were the fourth most followed club on the platform, behind only Barcelona, Manchester City and Manchester United, who boast more than ten million followers.

Zhan Sheng, General Manager of Sina Sports, the company which owns Weibo, echoed Lawrence’s sentiment.

“Having already successfully worked with Chelsea on a number of projects, Weibo and Chelsea FC will continue to collaborate further. The key areas of our focus moving forward will be on delivering bespoke multimedia content formats, operating fan communities, as well as new and upgraded commercialisation models.”

“Weibo has continued to increase its investment and support in the sports industry since the inception of its vertical sports platform. With an increased impact in the sports industry in recent years, Weibo has now formed a comprehensive ecosystem linking event organisations, clubs, athletes, media, and KOLs. It’s a unique style of social media communication on Weibo which will provide Chelsea FC with the platform to increase fan participation and commercial monetisation.”

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WA announce TV series for Sam Kerr’s children’s novels

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Image Credit: James Ross/AAP

A new TV series based on Sam Kerr’s children’s books ‘Kicking Goals’ is set to begin filming in early 2027 in Western Australia.

The show follows a young Kerr before she became captain of the Matildas and a star at Chelsea FC. Set in her home state of WA, the story sees her navigate her way through growing up and chasing her dreams, alongside her family and friends, and the adventures that entailed.

Speaking to Screenwest, Kerr said, ‘It’s pretty surreal knowing that Kicking Goals is being adapted into a TV series. These stories are all about believing in yourself and having a go, so it feels really special that a whole new generation will get to experience them on screen.’

Co-authored by Fiona Harris, the books have been a success since their initial release in 2021, a period which has coincided with Kerr and her Matildas teammates growing from beloved within Australia’s football community, into a team of genuine national appeal and recognition. They are available nation-wide, sold at major retailers such as Big W and Dymocks.

The television adaptation will beproduced by Orange Entertainment for Paramount+.

‘Kicking Goals’ is set to inject AUD 5million into the WA economy and provide over 130 local jobs.

Creative Industries Minister of WA, Simone McGurk, said via WA GOV, ‘The series will showcase all that Western Australia has to offer – including our world-class talent, crew, and diverse locations – while celebrating the story of one of our sporting greats.’

Casting is currently underway, with a search for a young Kerr and her mates ongoing.

The months after the 2023 FIFA Women’s World Cup in Australian and New Zealand saw an 11% increase in women and girl’s participation in football compared to the previous year, showing the direct impact the biggest stage can have on grassroots football.

Kerr has managed to build on that success and begin a new chapter, inspiring kids both on and off the field.

Former Socceroos captain set to headline coaching conference

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Mark Mulligan. Credit A League

Mark Milligan – former Socceroos captain and Newcastle Jets Premiership-winning manager – is set to be the guest of honour at the 2026 Football NSW Coaching Conference, held at Valentine Sports Park from November 21st–22nd.

The annual conference represents Australia’s largest gathering of football coaches, and is set to include expert insight into coaching, practical sessions and development plans for attendees. Milligan will partake in a Q&A session with MC Stephanie Brantz on November 21, adding significant gravitas to the conference.

Chris Gallo, Football NSW Coach Education Manager spoke highly of Milligan via Football NSW.

‘Opportunities to hear from people who have experienced the game at the highest level are incredibly valuable for our coaches. Mark brings a unique perspective on leadership, performance and the demands of elite football, and we want our coaches to be able to take those insights back into their own environments,’ he said.

Milligan traversed the globe across a near-twenty year professional career that started in the old National Soccer League, concluded in the A-League, and took in time across Europe, the UK and Asia.

He represented the Socceroos with distinction across 80 appearances, selected by four seperate managers in World Cup squads, and was captain of the Olympic team in 2008. His nascent managerial career has already seen two trophies at Newcastle, where he is presently leading them in the Asian Champions League.

But it all began on the local pitches of Bankstown. Milligan is an authentic, home-grown product of Football NSW, and emblamatic of the rewards that can be reaped from investing in the beginning of a player’s journey.

With the conference already selling out, attendees can now expect to learn plemty from one of Australia’s most exciting, up-and-coming coaches.

The opportunity Football NSW are providing showcases their commitment in helping coaches develop, and their continued pledge of giving back to the game at its foundation.

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