Paul Pogba at AS Monaco: A Powerful Driver of Engagement and Brand Value

The announcement of Paul Pogba’s arrival at AS Monaco on June 28 sent shockwaves across social media, once again highlighting the incredible power of global football stars when it comes to digital marketing and brand amplification.

✨ AURA ✨ pic.twitter.com/ZQf3ilQl4H

— AS Monaco ES 🇲🇨 (@AS_Monaco_ES) June 28, 2025

Over 744,000 new fans in just a few days

In less than a week, the club from the Principality gained +744,421 new followers, marking a 3% growth in its total fanbase. This is a significant increase for a French club, bringing AS Monaco’s cumulative audience to 26.3 million fans. While still modest compared to Pogba’s own 98 million followers, including over 63 million on Instagram alone, it showcases the massive potential behind such a high-profile signing.

An interesting parallel with Dybala at AS Roma

As a point of comparison, AS Roma gained over 600,000 new followers across its social platforms following the signing of Paulo Dybala in 2022. While the numbers are close to those seen with Pogba, the dynamic is the same: when a club signs a player with strong international recognition, it attracts much more than a football audience, it draws in a global, highly engaged community, often more loyal to the player than to the club itself.

A bold and consistent content strategy

Since the announcement, AS Monaco has shared over 100 pieces of content (photos, videos, reels, stories, short formats) across all platforms and in multiple languages. This aggressive and coherent editorial approach, focused on engagement and virality, has already generated more than €2.5 million in media value for the club’s partners, an impressive performance at this early stage of the campaign.

A case study in football influencer marketing

This move reflects a growing trend in the sports industry: clubs now recruit not only for on-pitch performance but also for off-pitch media and digital impact. By leveraging Pogba’s massive social following, AS Monaco is strengthening its appeal among a young, global, and engaged audience.

At Samba Digital, we support clubs, leagues, and sponsors in measuring performance and activating strategies on a global scale. Through our expertise in social media analytics, media valuation, and influencer marketing, we help our clients maximize the impact of their sports investments.

The football world loves Pogba ❤️ pic.twitter.com/dtq6SIlc5q

— AS Monaco EN 🇲🇨 (@AS_Monaco_EN) June 29, 2025