World Curling’s growing Weibo channel wins second consecutive WS TOPS award

For the second consecutive year, the World Curling Federation has received recognition as one of the Top Ten Annual Industry-leading Digital Media for winter sports, at the fifth Winter Sports Tops Awards in Shougang Park in Beijing, China on 7 September 2020.

The award is for the Federation’s year-old Weibo channel, which was launched in August 2019. The channel’s aim, in partnership with iX.co and All Star Partner, is to raise awareness of curling in China through increasing its online presence ahead of the Beijing 2022 Olympic Winter Games. In just one year, the channel has become the Federation’s largest platform reaching nearly 100,000 followers.

All Star Partner’s Zhuoxiao Zhong (third left) collects the award on behalf of World Curling

The World Curling Federation Weibo account was recognized primarily for being a world-class international sport organization, having curated local content, gaining 99,000 followers in one year and for providing educational materials surrounding curling to a new audience through digital media.

To be considered for the WS TOPS award, the channel faced multiple selection rounds including application, preliminary selection, expert review, online fans voting, final review, and lastly, selection of the winners. Additional international sports organizations participated in the WS TOPS award selection and were recognized for their efforts, including Lausanne 2020 Winter Youth Olympic Games, 2019-2020 FIS Freeski and Snowboard Halfpipe World Cup, and 2019-2020 Thaiwoo FIS Freestyle Ski Moguls World Cup.

World Curling Federation President, Kate Caithness, said: “We are delighted to be recognised, once again, for all the hard work that goes into developing and growing a new digital platform for the Federation.

“The remarkable growth of our Sina Weibo channel in its first year proves there is a desire for curling content in China ahead of the Beijing 2022 Olympic and Paralympic Winter Games. We look forward to being able to bring even more content to our Chinese curling fans ahead of the Games.

“A special thank you goes to iX.co and All Star Partner for their help and expertise in making the channel such a success.”

Conference hall in the Shougang Park, part of the Beijing Organising Committee for the 2022 Winter Olympic and Paralympic Winter Games

Hou Minghui, the founder of WS TOPS, said: “The Beijing 2022 Olympic Winter Games is having an immediate effect on China’s winter sports industry, events, and facilities. China’s Winter Sports industry is now growing rapidly.

“WS TOPS will continue to explore and highlight the outstanding brands and leaders of China’s winter sports industry. At the same time, we as the organizers will further improve and optimize the awards category, selection rules, organization by considering on the opinions of experts, scholars practitioners related to Winter sports industry.”

All Star Partner’s VP, Yanyu Zheng added: “In the past year, we are very proud to work together with iX.co to support the World Curling Federation with its digital and brand development in China.

“Content on curling is now becoming more and more accessible for the Chinese fans. Chinese curling enthusiasts can easily enjoy content via the World Curling official account on local digital platform, Sina Weibo. Together with news on curling competitions, fan Q&A interactions, Chinese player interviews and other localized content are favorited by followers in China.”

About WS TOPS

The Winter Sports TOPS Awards are the most professional and prestigious awards in China’s winter sports industry. The award was launched in 2016, and this is the fifth edition. The awards category involve many areas of Winter Sports, such as stadiums, winter sports resorts, winter sports events and winter sports digital media. Through the award selection, it reflects the actual development of China’s Winter sports industry and encourages more people to participate in winter sports.

You can follow the work of the World Curling Federation on TwitterInstagram, Facebook and Weibo and by searching the hashtag #OurHouse

10 September 2020