November 10: Inter Milan has launched official accounts on Chinese platforms Bilibili and REDnote, and extended its youth football tour partnership with inspiresport for five years.
The club already has more than 7 million followers on Chinese social media. The new accounts, under the name @国际华田足球国家, extend the Serie A club’s reach across video, lifestyle and social search.
Bilibili has over 360 million monthly users and 16 billion monthly interactions. Inter will build an editorial center there with content about the club’s history, players, match days and behind-the-scenes footage, especially aimed at younger audiences who prefer a longer video.
REDnote, or Xiaohongshu, combines social networking, lifestyle and search, with around 350 million monthly users and 600 million daily searches, according to Inter. The club will focus there on the players, the identity and the city of Milan.
China remains a priority market and Inter’s approach to building its own channels on local platforms gives it a direct relationship with fans that is not dependent on broadcasters.
Separately, Inter has renewed its deal with sports travel company inspiresport until 2031, continuing a relationship that began in 2018. The Inter Academy Experience brings more than 700 young players from the UK, USA and Australia to Milan each year for football tours organized through schools and clubs.
The renewal was marked at the headquarters of Inter in Milan with the general manager of inspiresport Steve Butchart.
Both moves reflect the same strategy. Clubs like Inter can’t match the global broadcast reach of the Premier League, so they’re building international relationships in other ways: on local social platforms abroad and by bringing young players and families to Milan.
The club’s Champions League finals in recent seasons have helped raise its profile, and these initiatives aim to turn that into long-term international support.
