Rio 2016 has announced a new partnership with Chinese social network Sina Weibo, opening an official Games profile on the platform to mark the 50 days until the Olympic Games milestone on Thursday (16 June).

The move is part of Rio 2016’s startegy to engage with more people via social media, particularly today’s millennial generation, in a bid to get more youngsters around the world interested in the Olympic Games and in sport.

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Launched in 2009, the Chinese microblogging website has been described as a hybrid of Twitter and Facebook. With over 30 per cent of China’s internet population subscribed, it is one of the country’s most popular websites.

Rio 2016 launched its official profile with a video (below) featuring various members of the organising committee, from Brazil and around the world, greeting the Chinese public with “nǐ hǎo” – Mandarin for hello.

Benjamin Paz, Rio 2016's digital engagement manager, said the intention is to go beyond sharing news related to the Games. “We want the profile to tell the story of the Olympic Games, right from the start,” he said.

“We are excited to work with Sina Weibo. This will extend Rio 2016’s social media reach significantly and with over 600 million users, it is one of China’s biggest social media platforms. We are looking forward to reaching so many people with the magic of the Olympic Games.

Benjamin Paz

China, which hosted the Olympic Summer Games in 2008, the Youth Olympic Games in 2014, and will host the Olympic Winter Games in 2022, has shown an increasing interest for the event and for sport. According to the World Tourism Organisation, 100,000 Chinese are expected to travel to Brazil to watch the Olympic and Paralympic Games.

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