UEFA has launched a new Champions League profile on the Chinese messaging platform WeChat to deliver European soccer’s premier club competition directly to its fans in China.

The move builds on the relaunch of the governing body’s Weibo account last November, which also personalises Champions League content for subscribers on China’s most popular social network.

UEFA's WeChat account will share highlights, data analysis, player interviews, and classic moments from the competition’s history, and will also run interactive activities around tournament events and match days in a bid to increase interaction with fans.

The platform will also include a mini-programme for the Champions League’s Chinese following called Fans' UEFA Champions League Glory and will also allow subscribers to customise their own fan profile, vote on their favourite teams, and win premium prizes.

“UEFA's decision to set up social media platforms in China was an easy one," said Guy-Laurent Epstein, the Governing Body’s Marketing Director.

“Over 125 million fans globally follow the existing UEFA Champions League social media accounts, and we know there is considerable interest in the world's premier club football competition in China, so we want to be in a position to give our fans there premium content in their own language."