San Antonio Spurs x Samba: Building the Spurs’ Home in France

Mission

Throughout the 2025–26 NBA season, Samba supported the San Antonio Spurs in France by producing content and managing the franchise’s dedicated French-language Instagram, Facebook and TikTok accounts. The objective: turn growing French interest in the Spurs into a structured, engaged local community, speaking to fans in their own language and on their own platforms.

Approach

Our team built an always-on, short-form content engine tailored to each platform, combining reactive game coverage, highlight edits and native TikTok formats designed for the French audience. Beyond the screen, Samba covered selected watch parties across France through fan-driven content creation and highlight videos, capturing the atmosphere of these key moments and bringing the Spurs community together online and on the ground.

Results (over a 2-month period)

• 999 posts published on Instagram
• 272 videos published on TikTok
• 58M total impressions
• +207K new followers

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Une publication partagée par San Antonio Spurs (@lesspurs)