Localization Strategies for International Sports Events: A Case Study of Migu Video and the 2025 Club World Cup

Abstract

The 2025 FIFA Club World Cup was held for the first time in multiple cities across the United States. It was also a carnival for fans. This year's Club World Cup presented a different media scene from previous competitions. This paper takes the event dissemination of the new media platform “migu video” as a specific case. The research will be based on the theoretical perspective of global communication and communication ecology, and combined with the first-hand observations and practical experience obtained by the author during the internship at migu video, aiming to explore how new media platforms report international top events through sports short videos.