Sports content for digital age

Zhao Guochen-led Tencent Sports' World Cup coverage sets new benchmark in user engagement

Zhao Guochen, general manager of operations at Tencent Sport, knows a thing or two about what it takes, in terms of content, to engage the millennials online during mega events like the recent 2018 FIFA World Cup.

Such events are considered marketing manna for advertisers and money-spinners for broadcasters. Zhao recently planned and led the World Cup coverage of Tencent Sport, the sports content wing of China's internet giant Tencent Holdings, owner of the killer app WeChat.