Orlando Magic x Samba Digital: 400K New LATAM Fans and Record Growth on Instagram

Mission

To support Orlando Magic’s fanbase growth, Samba Digital was tasked with developing the franchise’s presence in Spanish- and Portuguese-speaking markets, with a special focus on Brazil.

The goal: to grow the Magic’s audience and boost the NBA’s market share in this strategic region, where basketball continues to rise as a major sport. Our efforts are part of a long-term expansion plan for the 2024–2025 season.

Results

Within just a few months, our support enabled Orlando Magic to take a major leap in their fan acquisition strategy:

• +400,000 new Spanish- and Portuguese-speaking followers
• +10% follower growth on Portuguese Instagram
• +32% follower growth on Spanish Instagram
• +32 million total impressions

Samba Digital continues to play a key role in the NBA’s global expansion, adapting each content strategy to the unique cultural and social dynamics of every market.

Approach

To meet this goal, we implemented a multilingual content strategy (Spanish and Portuguese) across multiple platforms: X, Facebook, and Instagram.

Our approach focused on three key pillars:

• Localized content planning
  A publication calendar designed to reflect the fun and upbeat Magic brand internationally, while aligning with trends and key moments specific to each target country.
• Active LATAM market monitoring
  By continuously tracking topics that resonate with fans in Brazil and Spanish-speaking countries, we identified key activation moments to capture attention and drive engagement.
• Light, energetic, community-driven tone
  Content was crafted to reflect the franchise’s warm and playful identity, with reactive, interactive, and accessible formats that align with each community’s cultural preferences.