"VAN" (Sports Desk - 07.08.2025) :: World Rowing is proud to announce the official launch of its presence on key Chinese social media platforms, including WeChat, Weibo, and Douyin (TikTok’s counterpart in China).
This marks a significant step in expanding World Rowing’s digital reach and connecting more closely with fans, athletes, and stakeholders in China, one of the sport’s fastest-growing and most dynamic markets.
This expansion into Chinese platforms follows an unprecedented growth across World Rowing’s Western social media channels over the past two years. Driven by an ambitious social media strategy, World Rowing has seen a sharp rise in engagement, reach, and follower numbers across Instagram, TikTok, YouTube, and X (formerly Twitter), confirming the sport’s global appeal and the effectiveness of a digital-first approach to fan engagement.
The move into China builds on that momentum and follows World Rowing’s recent partnership with H&A Media, a leading digital agency based in Lausanne with offices in Shanghai, which was announced last week. Under the agreement, H&A Media will lead the development and execution of a localized digital strategy for World Rowing and Organising Committees of World Rowing events in China.
With over a billion active users across these platforms, the new channels offer an exciting opportunity to showcase the sport of Rowing, celebrate Chinese and international athletes, and build a strong and inclusive rowing community in the lead-up to key events—most notably the 2025 World Rowing Championships in Shanghai, the 2026 World Rowing Coastal Championships and Beach Sprint Finals in Qingdao,annual highlights of the international Rowing calendar such as the Head of the Shanghai River Regatta and other initiatives to be announced in the near future.
"China represents one of the most important markets for the growth and visibility of Rowing," said Vincent Gaillard, World Rowing Executive Director. "By investing in local platforms and engaging content, we aim to bring the global Rowing community closer to Chinese fans and provide new opportunities to grow participation and excitement around the sport."
The launch of these channels is part of World Rowing’s broader strategic plan to connect with global audiences through localized digital experiences. With the 2025 World Rowing Championships in Shanghai and the 2026 World Rowing Coastal Championships and Beach Sprint Finals in Qingdao on the horizon, the Chinese platforms will serve as a vital hub for news, athlete stories, behind-the-scenes content, and fan interaction—all in Mandarin and tailored for the local audience.
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