WeChat will become the first ever social media partner of the $10 million prize money professional golf tournament, held annually in China.
The deals marks WeChat’s first foray into sports event sponsorship, and the first time the WGC-HSBC Champions has partnered with a global social media platform.
Under the terms of the agreement, WeChat will provide real-time scorecards and tournament information to fans, as well as exclusive behind-the-scenes content.
WeChat Pay will also be available throughout the Spectator Village, enabling digital payments for fans on the course.
WeChat is already a sponsor of Chinese golf stars Dou Zecheng, Lin Xiyu and two-time European Tour winner Li Haotong.
The deal with the top Chinese golfers, struck in April this year, was part of the company’s move to introduce its brand values to overseas consumers through the sport.
Launched in 2011, WeChat is China’s most widely-used social media platform, with over 1.06 billion active monthly users worldwide.
This year’s WGC-HSBC Champions takes place on October 25-28 at Sheshan International Golf Club in Shanghai.
launched in 2005. the WGC-HSBC Champions has the highest prize money in East Asia. Only the CIMB Classic and BMW Masters have had similar purses in the region.