Bringing the Bundesliga Closer to African Fans
Mission
During the 2025–26 Bundesliga season, the DFL entrusted Samba Digital with growing the league’s footprint among English-speaking audiences across Africa. The objective was clear: expand reach and drive engagement on Facebook, the region’s dominant social platform, by delivering content built for African fans rather than simply repurposed from global channels.
Approach
Rather than treating Africa as a single market, Samba Digital built a Facebook content strategy tailored to the way English-speaking African fans consume football: mobile-first, video-led and anchored in the players and moments that resonate locally.
Throughout the season, our team delivered a consistent publishing rhythm of 379 posts, prioritising short-form video to maximise views and shareability, and aligning the editorial calendar with matchdays, standout performances and key storylines of the Bundesliga campaign. Every piece of content was designed to be relevant to the audience it was speaking to, turning the league’s global assets into locally meaningful conversations.
Results
Over the course of the 2025–26 season, the campaign delivered:
- 379 posts published on Facebook
- 259M video views
- 58M impressions on Facebook
These figures confirm the Bundesliga’s growing appeal on the African continent and demonstrate Samba Digital’s ability to localise a major European league’s content for a specific regional audience, combining editorial consistency, platform expertise and audience insight to deliver scale.
