The International Climbing Federation (IFSC) can rub its hands. It has just secured a bright future on the Chinese market, one of the most dynamic in the world for the discipline. It announced on Monday May 18 that it was entering two of the most popular social media platforms in China: Weibo and Douyin. For this, the IFSC has joined forces with three Asian agencies, the Chinese Yahao Sports on one side, the Japanese Synca and Dentsu on the other. Based in Shanghai, Yahao Sports produces and delivers content on major sporting events. Synca and Dentsu have been collaborating with the IFSC on media and marketing rights since last year. Anything but coincidence, the IFSC's announcement came on Monday May 18, a date celebrated in China as the first National Climbing Day.
