PSG continues to shine on social media with Samba Digital

Mission

For over a decade, Samba Digital has led Paris Saint-Germain’s English-language strategy on Facebook and X (formerly Twitter), with a clear goal: to grow the club’s global reach through bold, engaging digital content.

The 2024–2025 season continued this long-standing strategic partnership with a major challenge ahead, maintaining global momentum despite significant changes to the squad.

Results

Despite a season of sporting transition, PSG’s digital performance confirmed the club’s global influence, fueled by Samba Digital’s ongoing work behind the scenes:

• 10.7 million total followers on Facebook
• 5.3 million English-language followers on X
• +6.1% audience growth on X in one season
• 150 million impressions on X during the campaign

Through a sharp editorial strategy, flawless execution, and deep understanding of global fan expectations, Samba Digital helped Paris Saint-Germain remain at the top of world football, on and off the pitch.

Approach

The 2024–2025 season began with an unprecedented context: the departure of PSG’s final “galáctico”, Kylian Mbappé. A symbolic moment that could have led to a drop in international interest.

To meet this challenge, we intensified our efforts to maximize visibility in the club’s key markets while deepening fan engagement across global communities.

Wow. pic.twitter.com/UmRpEzk5Y7

— Paris Saint-Germain (@PSG_English) March 8, 2025

Our strategy was built around three core pillars:

• Real-time creativity
  Publishing content in real time, especially around major matches, helped us stay at the center of global football conversations. Every detail was intentional: tone, format, and word choice were crafted to resonate with English-speaking fans.
• Cultural adaptation
  We tailored our posts to align with local cultural codes and references across different regions of the world, building stronger identification and emotional connection with the PSG brand.
• Maximizing key moments
  The historic Champions League win over Inter Milan was a major milestone. We capitalized on that moment with powerful, immersive, community-driven content, propelling engagement to record highs.