A digital powerhouse on display for PSG during the 2025 Champions League Final

A global event, a unique opportunity

The Champions League final is much more than just a sporting event. For Paris Saint-Germain, it’s an international showcase, a unique opportunity to expand its digital footprint on a global scale.

Samba Digital took the lead in activating and managing PSG’s international social media accounts in English, Spanish, and Portuguese, ensuring local resonance through tailored strategies and culturally relevant content.

Spectacular results on a global scale

During this crucial week, the results were nothing short of impressive, a direct reflection of Samba Digital’s expertise in community activation across key territories.

The figures speak for themselves.

• The Spanish account generated almost 30 million impressions. A strong signal of the importance of the Spanish-speaking market.
• The Brazilian account, meanwhile, recorded more than 2.1 million engagements. Its engagement rate reached a record high of 10.3%.
• The English-language account offers an excellent balance: over 18 million impressions and 1.2 million engagements.

HISTORY MADE 📸 pic.twitter.com/tjHbezI2vP

— Paris Saint-Germain (@PSG_English) May 31, 2025

A peak in activity during the weekend of the final

Over the weekend of the final, results remained at an extremely high level.

On 31 May and 1 June, activity remained intense.
The Spanish account once again came close to 30 million impressions.
The UK account generated 1.1 million engagements in just two days.
The Brazilian account confirmed its performance with massive and constant engagement.

What it felt like winning our first UCL ❤️💙 pic.twitter.com/uNajUVPe33

— Paris Saint-Germain (@PSG_English) June 4, 2025

Strong community growth and interest

Throughout the year, and especially during this strategic week, Samba Digital’s localized management enabled PSG to grow and energize its digital communities.

The English-language account recorded growth of over 19,000 new subscribers. The Brazilian account, in addition to its excellent engagement rates, generated more than 221,000 profile visits, proof of the public’s genuine interest in the content on offer. The Spanish account was not left behind, with more than 129,000 visits, confirming that the localisation of content plays a central role in audience conversion and loyalty.

LUIS ENRIQUE 🏆🎓 pic.twitter.com/pSWZfOMMNs

— Paris Saint-Germain (@PSGbrasil) May 31, 2025

Best-performing content by territory

On the Brazilian account, a post combining Parisian pride and Brazilian passion created a real emotional wave: over 1 million likes and almost 13,000 saves. On the Spanish side, a message of unity, ‘Juntos hasta el final’, attracted almost a million likes and over 14,000 shares, confirming the impact of the community narrative. In English, the slogan ‘One last battle’ resonated strongly with an international audience, with over 670,000 views and thousands of interactions.

Con ustedes, el primer ecuatoriano campeón de la Champions League. Leyenda. 🏆👏

🇪🇨 WILLIAN PACHO 🇪🇨 pic.twitter.com/mOkjiTEhpe

— Paris Saint-Germain (@PSG_espanol) May 31, 2025

A strategy that combines localisation and emotion

This success is no accident, it is the result of a well-crafted strategy led by Samba Digital, where localisation and emotional storytelling were masterfully combined. Each piece of content was carefully adapted in tone, visuals, and language to align perfectly with the expectations of each community, all while maintaining PSG’s global brand consistency.

It’s this unique ability to connect deeply with local audiences while delivering a unified and powerful global message that truly sets PSG and Samba Digital apart in the digital arena.