Leeds United : Growing Spanish-Speaking Audiences in Latin America

Mission

Samba Digital partnered with Leeds United to accelerate the growth of its Spanish-speaking audience on X.
The goal: to connect authentically with fans in Latin America by leveraging cultural touchpoints, player connections, and historic ties.

Results

• 20M impressions this season
• 900K engagements
• 2.3M video views
• 11% follower growth

This targeted approach allowed Leeds United to strengthen its foothold in Latin America, transforming cultural links and sporting moments into sustained community growth.

Toca, mantiene y carga en 4k 🇧🇷🤙 pic.twitter.com/Bh6YiIozxV

— Leeds United Español (@LUFCes) January 14, 2025

Approach

To achieve this, our strategy focused on three key pillars:

• Leverage player and staff heritage
  We utilised both current and former playing and coaching staff with strong links to the Spanish-speaking world to strengthen fan affinity.

• Engage during major moments
  By identifying key points in the season, from matchday highlights to transfer news, we created content that resonated deeply with Latin American audiences.

• Activate partnerships and iconic connections
  We capitalised on Leeds United’s relationship with FC Barcelona and Raphinha to reach new audiences and reinforce emotional bonds.