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WeChat becomes first social media sponsor of World Golf Championship

Chinese social media platform WeChat has teamed up with the World Golf Championship-HSBC Champions as an Official Partner of this year’s tournament.

As part of the deal, WeChat will provide real-time scorecards and tournament information to fans, as well as exclusive behind-the-scenes content.

WeChat Pay will also be available throughout the Spectator Village, enabling digital payments for fans on the course.

The deals marks WeChat’s first foray into sports event sponsorship, and the first time the WGC-HSBC Champions has partnered with a global social media platform.

WeChat is already a sponsor of Chinese golf stars Dou Zecheng, Lin Xiyu and two-time European Tour winner Li Haotong.

Launched in 2011, WeChat is China’s most widely-used social media platform, with over 1.06 billion active monthly users worldwide.

This year’s WGC-HSBC Champions takes place on October 25-28 at Sheshan International Golf Club in Shanghai.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.