Bridging Western Football & China
Making China accessible for Western football and Western football accessible for Chinese football supporters.
Trusted by Premier League Leaders
We are responsible for some of the largest football-related accounts on Chinese social media, working directly with Premier League clubs and players.
Three decades of deep industry experience across all levels of professional football.
Established network and deep understanding of the Chinese football market.
Managing some of the biggest football-related social media presences in China.
Our Services
Comprehensive solutions to help Western football brands succeed in China's massive market.
Strategic licensing solutions to maximise IP value in the Chinese market while maintaining brand integrity.
Tailored brand positioning and strategy development for Premier League clubs and players entering China.
Comprehensive market entry consulting to navigate the complexities of the Chinese football landscape.
Connecting Western football entities with our extensive network of Chinese partners and stakeholders.
Creating and distributing football content through our "Chinese Lens" approach for maximum local impact.
Managing and growing football brands on Chinese social media platforms with proven track record.
About Ian Ascough & Those Fellas
Those Fellas' Founder and Director Ian Ascough has worked in football for over 30 years. With 15 years' worth of experience in the Chinese market, we are uniquely positioned to bridge the gap between Western football and the world's biggest market.
Based in England, we can attend club and player content days and create publishing plans that help disseminate content via our "Chinese Lens" approach, ensuring authentic cultural adaptation and maximum market impact.
We work with local, UK-based partners as well as our network of long-standing partners in China's football community, rights holders, key opinion leaders (KOLs) and media - both digital and linear.
Artwork created by Pale Blue Dot, Belfast
Our Track Record
Proven success in bridging Western football and Chinese markets with tangible results for Premier League partners.
Premier League Partnerships
Club Content Strategy
Working directly with Premier League clubs to create China-specific content strategies that resonate with local audiences while maintaining brand authenticity.
Player Brand Development
Helping Premier League footballers build their personal brands in China through strategic social media management and partnership facilitation.
IP Licensing Success
Negotiating and managing high-value licensing deals that protect Western football IP while maximising revenue in the Chinese market.
China Market Leadership
Social Media Dominance
Managing some of the largest football-related social media accounts in China, with millions of engaged followers.
KOL Network
Established relationships with key opinion leaders, media outlets, and influencers who amplify Western football content throughout China.
Cultural Bridge
Our "Chinese Lens" approach ensures cultural sensitivity and relevance, making Western football genuinely accessible to Chinese supporters.
International Football Partnerships
Ex-England, Real Madrid & Liverpool player Michael Owen with Ian Ascough being interviewed by Liv Wang for Chinese podcast platform Ximilaya - showcasing our ability to connect Premier League legends with China's leading digital platforms.
Market Insights
Stay ahead with our deep understanding of the Chinese football market landscape and emerging opportunities.
China represents the world's largest football market with over 1.4 billion potential supporters and rapidly growing digital engagement.
Understanding BiliBili, Weibo, Douyin and other Chinese platforms is crucial for football brands seeking authentic engagement.
Navigating China's complex regulatory environment requires local expertise and established relationships with key stakeholders.
Contact Us
Ready to explore opportunities in the Chinese football market? Let's discuss how Those Fellas can help your organisation succeed.
Get in Touch
Location
England, United Kingdom
Why Choose Those Fellas?
Connect With Us
Ready to Enter the Chinese Football Market?
If it's football-related and the desired market is China, Those Fellas can help. Let's discuss how we can make your football brand successful in the world's biggest market.
Live Social Media Performance
See our real-time impact across China's biggest social platforms. We manage some of the largest football-related accounts in the Chinese digital ecosystem.
China's Top Social Media Platforms
We manage Premier League clubs and players across China's most influential social media platforms, ensuring authentic engagement with millions of football fans.
BiliBili
Long-form video content and authentic football storytelling
Weibo
Real-time updates and viral content distribution
Douyin
Short-form video content and youth engagement
Xiaohongshu
Lifestyle content and brand storytelling
Premier League Content for Chinese Audiences
Our portfolio showcases authentic content created specifically for Chinese football fans, combining Premier League excellence with cultural sensitivity and local engagement strategies.
European Qualification Celebration
Milestone achievement content celebrating Premier League clubs qualifying for European competitions - designed to resonate with Chinese football fans' appreciation for historic moments.
"这可能就是足球带给我们的意义" BiliBili Video
A BiliBili production from The Premier League in China showcasing authentic fan stories and the emotional connection Chinese supporters have with Premier League football clubs.
Chinese NFFC Supporters: Messages to Players
Video messages from Chinese Nottingham Forest supporters to their favourite players, showcasing the global reach and passion of the fanbase.
Manager Insights & Quotes
Manager quotes and tactical insights translated and contextualised for Chinese audiences, building authentic connections through leadership perspectives.
Match Day Coverage
Comprehensive match coverage with Chinese cultural context, ensuring authentic fan engagement through localised storytelling and analysis.
Michael Owen Ximilaya Interview
Exclusive interview content featuring Premier League legends connecting with Chinese audiences through podcasts and digital platforms.
Premier League Content Strategy for China
Working directly with Premier League rights holders and The Premier League in Beijing to ensure content strategies and productions reach as significant an audience of Mandarin-speaking football supporters as possible.
Tactical Analysis: Premier League Strategies
In-depth tactical breakdowns translated for Chinese audiences, featuring formation analysis and strategic insights that Chinese football fans appreciate.
Season Performance Analytics
Data-driven content comparing season performances with Chinese visual storytelling to engage local football analytics enthusiasts and statistical insights.
FA Cup Social Content
Chinese-language social media content for all Premier League matches, ensuring cultural authenticity and meaningful fan engagement across all platforms.