Mailman Group

Established in 1999, Mailman Group is a global sport digital agency and consultancy headquartered in Shanghai, China. Mailman helps the world's leading sports organisations serve their audiences and build their businesses. Based out of Shanghai with offices across SE Asia, London, and the United States, Mailman Group has 200 experts working across 100+ global sports clients with services spanning digital agency, consulting, commercial and production.

Mailman Group
TypePrivate
IndustrySports digital marketing and consulting
FoundedJanuary 1, 1999 (1999-01-01)
HeadquartersShanghai, China
Number of employees
200+

History

Based in Shanghai, Mailman manages the digital presence of international brands in the sports, entertainment, and travel industries. One of the first agencies to enter the digital Chinese market, Mailman has pioneered many of China's early technology and social media initiatives, aiding the growth of international brands on Chinese social media by allowing brands to pull content from Facebook and Twitter, sites that are banned in China, and publish directly onto Chinese social media.[1]

In 2018 Mailman partnered with Seven League to establish a global sport digital consultancy and agency, with a clear mission, to help leaders in sports build a global digital media business.

Mailman was an early pioneer in China's media and advertising landscape. Before tweets and likes, Mailman was delivering postcard media throughout China's bustling restaurants and bars. Australian entrepreneur Andrew Collins acquired Mailman in 2007. It was a fledgling media company just ripe for change. China was on the move, digital was starting to take shape and the people were starting to get active.

By 2009, it had delivered the final postcard and began designing rich digital media campaigns for global travel and sports organisations. Liverpool FC were the first global football team to embrace China and became our first international client ahead of their summer tour.

The Chinese digital landscape continued to thrive. The youth were beginning to embrace all sports and we hardened our focus on solving bigger digital problems for leading sports and travel organisations. With fresh talent joining, broader services and investment from leading Chinese institutions we led the industry forward. This included successfully delivering work for over 50 global sporting pioneers, including NFL, NHL, UFC, Kobe Bryant, Juventus, Tottenham Hotspur, Chelsea and more.

In 2016 Mailman began engaging founder Richard Ayers of Seven League, UK, about the prospect of developing a global platform for sports organisations to build bigger businesses digitally. Seven League were a leader across Europe and with Mailman's positioning in China, after some courtship both parties agreed to a partnership. In 2017 Mailman acquired Seven League. With shared values and a commitment towards leadership in the industry, we're now charged with delivering on our global offering.

Mailman / Seven League has over 200 experts across 50 global markets with offices in London, Shanghai, Singapore & Indonesia. Mailman's clients include NFL, NHL, UFC, Chelsea FC, Tottenham Hotspur, Juventus, NBA, Kobe Bryant, the Los Angeles Lakers, Cristiano Ronaldo, PSG, FIFA and many more.

Red Card

Nine years ago, Mailman produced its first-ever Red Card report - the industry standard for assessing digital performance of European football leagues, clubs, and players online in China. Since then, the report has evolved into the Red Card: China Digital Football Awards. The Red Card awards have become the most recognised industry awards, rewarding the most developed digital strategies and fan engagement initiatives in China.

The report is covered by 150+ global media each year in 40 countries across 5 continents.

Mailman also produces the NBA Red Card, analysing the digital influence of NBA teams in China.

APAC Expansion

In January 2019, Mailman expanded into APAC and opened up a Singapore office to serve the growing demand of existing and new clients. Mailman now has 35+ staff working across Southeast Asia, including country managers in Indonesia, Vietnam, Thailand, Japan, South Korea, Malaysia, India, and Australia.

US Office

In Q1 2020, Mailman will open up a US office in Los Angeles.

MMX

As one of Mailman's sub-brands, MAILMAN X is China's premier destination marketing agency. We create digital, media and PR programs for the world's most desirable destinations.

Organization

Mailman consists of a variety of separate partnerships, investments, and ventures that focus on the sports, entertainment, and tourism industries. They include:

KAWO

Because of the Great Firewall, many social media networks are blocked in China. KAWO is a social media management technology that lets brands get into Chinese social media by integrating the Western social media channels Facebook, Twitter, and Instagram, with the Chinese Weibo, Tencent Weibo, and WeChat.[2] KAWO gives brands digital access to over 600 million people by automatically pulling their[3] existing Facebook and Twitter content onto a central dashboard, where moderators translate and then push it via KAWO directly on a brand's Chinese social network accounts[4][5][6][7]

MVIP

MVIP acts as a marketplace for sports and entertainment for Chinese customers.[8]

FansTang

Fanstang is a company developed in partnership with China Branding Group to connect US Celebrities with their Chinese fans. Fanstang is an entertainment platform now established as the largest management firm for China-specific media accounts for US celebrities.[9]

References
  1. "Chinese Netizens and Their Love Affair With European Footballers on Weibo (INFOGRAPHIC)". Retrieved 3 July 2014.
  2. DISHMAN, LYDIA. "KAWO HELPS BRANDS TAKE AIM AT CHINESE SOCIAL MEDIA". Fast Company & Inc © 2014 Mansueto Ventures, LLC. Retrieved 3 July 2014.
  3. Grant, Rebecca. "KAWO gives brands a boost over China's Great Firewall". Venture Beat. Retrieved 3 July 2014.
  4. "How to Climb Over the Great Firewall of China". Bloomberg. Retrieved 3 July 2014.
  5. Khadem, Nassim. "Enter the dragon: KAWO wants to make life easier for foreign brands eyeing China's 591m internet users". Fairfax Media Publications Pty Ltd. Retrieved 3 July 2014.
  6. Popescu, Adam. "Startup Helps Big Brands Engage With China". Mashable. Retrieved 3 July 2014.
  7. Lukman, Enricko. "European Football Clubs Have 15.6 Million Weibo Followers as They Battle for Chinese Fans". TechinAsia. Retrieved 23 July 2014.
  8. "CHINA'S VIP FANS JET ACROSS GLOBE FOR LUXURY SPORTS EXPERIENCES". Jing Daily. Retrieved 3 July 2014.
  9. "FansTang to Deliver Hollywood Content in China". Variety. Retrieved 23 July 2014.
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