Published on November 17th, 2022

Location: China

SPORTFIVE Facilitates Content Partnership Between Xiaohongshu and Royal Spanish Football Federation

Xiaohongshu, a leading Chinese lifestyle platform, has established a strategic partnership with the Royal Spanish Football Federation, announced today.

Facilitated by the leading sports marketing agency SPORTFIVE, the platform becomes the Greater China Regional Official Partner of the Royal Spanish Football Federation as well as the Exclusive Official Interactive Content Community Partner.

Accompanied by partnerships with Royal Belgium Football Association (RBFA) and American Ultimate Disc League previously facilitated by SPORTFIVE, this collaboration with Royal Spanish Football Federation brings another top class sports IP into Xiaohongshu’s sports content inventory prior to the upcoming FIFA World Cup Qatar 2022™. By leveraging its extensive market intelligence, unparalleled global network, and vast experience in communicating with fans effectively both online and offline, SPORTFIVE will keep providing Xiaohongshu with all-rounded sports consulting services. 

This agreement is a source of excitement for the federation.


Rubén Rivera, Marketing Director of the Royal Spanish Football Federation

As La Roja’s (Spanish National Team) exclusive commercial partner in Greater China Region, SPORTFIVE continuously delivers offerings in growing the RFEF’s roster of brand partners, its digital presence, and fans experience in China. SPORTFIVE assisted Royal Spanish Football Federation in launching its official account on Xiaohongshu on November 14th. Content on and off the pitch will be customized in an innovative and localized way to engage millions of Xiaohongshu users with close interaction with RFEF, and authentic Spanish lifestyle. As early as November 2020, the Royal Spanish Football Federation has been featured on Weibo with the help of SPORTFIVE, leveraging the Chinese social platform to reach Chinese fans.

This collaboration is not only a perfect match of primary colors of two sides, but also their sharing spirits. Famous for its courageous playing style and delicate tactics, Spanish National Team is synonymous with passion, courage, and beauty, which fully resonates with Xiaohongshu’s mission to constantly seek breakthroughs and inspire more lives.  More trendy and interesting sports content will be created to immerse the fans and users with the beauty of both football and life.

Rubén Rivera, RFEF's Marketing Director, said that the agreement with Xiaohongshu is "a source of excitement" for the Federation, "as it helps us to boost the international image of our national team and allows us to continue innovating, which is one of the backbones of our Strategic Plan".

Appearing in this Chinese lifestyle platform will serve, according to Rivera, "not only to spread the character of our national team and increase the international interest, but it will also be useful to spread the culture of our country in China, associating our national team to the Spanish identity".

Echo Li, Managing Director, Greater China & Senior Vice President, Global Partnerships at SPORTFIVE said, "We are honored to facilitate the regional cooperation between Xiaohongshu and the Royal Spanish Football Federation , which will help Xiaohongshu expand its sports content ecosystem even further. We look forward to leveraging the Spanish national team's journey in international football tournaments such as the FIFA World Cup Qatar 2022™ to create digital content for Xiaohongshu.  The football will be an emotional connection for Chinese fans, conveying the passionate spirit of bullfighting."

Sports-related content on Xiaohongshu has become more diverse and vibrant in recent years. Ahead of the FIFA World Cup of Qatar 2022™, Xiaohongshu is featured on EPL's pitch-side LED screens to share and discover the world's wonders with a global audience. The latest collaboration between Xiaohongshu and the Royal Spanish Football Federation is not only an important step in presenting Xiaohongshu's innovative approach to building a lifestyle trends content community on an international stage marked by an event like the World Cup, but also a significant strategic move to continue boosting its global sports resources.

We are honored to facilitate the regional cooperation between Xiaohongshu and the Royal Spanish Football Federation , which will help Xiaohongshu expand its sports content ecosystem even further.


Echo Li, Managing Director, Greater China & Senior Vice President, Global Partnerships at SPORTFIVE

  • About SPORTFIVE

    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

  • About XIAOHONGSHU

    With the mission to "inspire lives," Xiaohongshu is a lifestyle platform that inspires people to discover and connect with diverse lifestyles. Millions of users showcase their experiences on the platform daily, from cosmetics and beauty to fashion, food, travel, entertainment, fitness, and childcare, brought to life visually through a variety of formats, including photos, text, videos, and live streaming. The innovative platform integrates the authentic content shared by its community with commerce, quickly becoming one of the most popular destinations for making lifestyle decisions.

  • About ROYAL SPANISH FOOTBALL FEDERATION

    The Royal Spanish Football Federation (RFEF) was founded in 1913, and is the official representative of Spanish football. It became a member of FIFA in 1914, and UEFA in 1954. As the governing body of football in Spain, its mission is to organise, regulate, protect and develop football, in all its forms on a national level fostering healthy habits, social integration and equality through the practice of football while aiming to maximise the number of participants in each one of the footballing categories: clubs, coaches, referees, executives, players and fans, assisted through a series of training and innovation activities and programmes.

    Throughout its history, the Spanish National Team has participated in an impressive 15 World Cups, and will play once more in the 2022 edition. Spain also hosted the World Cup in 1982. The team achieved a national milestone by winning the World Cup in South Africa in 2010.After its impressive 2010 World Cup victory, and then back to back 2008 and 2012 European Championship titles, Spain is the only national team in history to win three major tournaments consecutively.

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