Samba’s Weekly Trends in LatAm & the US (13/11/20)

In the week’s review of all things social media and sports business we have some great examples of posts from Latin American sources, as well as the most engaged with post in the history of Southampton FC. Nothing to do with LatAm but is one of those that had to be mentioned!

Firstly this post from Palmeiras shows how the club looked beyond their own team and surprised the women’s team of a small club, Taboão da Serra, with jerseys and boots as gifts. The reaction from the girls is amazing.

During this international break, the Colombian Federation created some fantastic graphics featuring the players as superheroes. With one for every single player squad from their recent training session. Check their time line for more https://twitter.com/FCFSeleccionCol

Spurs have built up a very engaged audience in Latin America, and the recent addition of Vinicius from Real Madrid brought him together with fellow Brazilian, Lucas Moura. Recently the club filmed the two chatting over lunch in a London restaurant.

Recently in Argentina it was Tradition Day with PSG and AS Monaco amongst the clubs helping Argentinian fans to celebrate.

And we had to finish off the section with THAT Southampton FC post. It came at the time of the US election and took advantage of the perfect storm of Trump’s tweet saying to STOP THE COUNT (in regards to the votes) and Southampton temporarily being top of the table. A good example of real time social media and bravery from those signing the ideas off. With 398k likes and almost 100k quote tweets it certainly hit the right notes.

Sports Business News

Latin America players dominate this year’s top selling jersey list in the MLS with LAFC’s Carlos Vela in top spot followed by LA Galaxy striker Javier Hernandez. The full list is available here.

Marketing Registrado last week spoke with Everton’s Commercial and Communications Director, Richard Kenyon, about the clubs plans for South America, and the ‘digital revolution’ caused by the arrival of Columbian superstar James Rodriguez. Read the full article here

Football Shirt Collective shined a spotlight on the football shirt designs coming out of Brazil, and proved there is much love for the creativity that is coming out of the country. With special mention of the new Fluminense Third Kit from Umbro!

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THE BRASILEIRÃO SOCIAL MEDIA TABLE BY SAMBA

1. The sum of interactions of all Brazilian clubs on Instagram during the month of October was 122,857,138. Compared to September, an increase of 18,645 million (+ 17.89%).

2. On Twitter, the growth was smaller. Just over 812,000 more interactions compared to September. An increase of 4.2%. In total, clubs added 19,831,555 interactions.

3. Considered obsolete by many, Facebook generated 27,912,248 interactions between the 20 clubs in the 1st division. The increase was 13.08% in interactions compared to September.

INSTAGRAM: 9 times that improved performance compared to September:
Flamengo – 38.5M – 54.5M (+ 41.5%)
Fluminense – 2.85M – 3.07M (+ 7.7%)
Corinthians – 9.05M – 10.27M (+ 13.48%)
Santos – 6.87M – 9.02M (+ 31.2%)
São Paulo – 5.7M – 7.16M (+ 25.61%)
International – 2.43M – 3.76M (+ 54.7%)
Fortaleza – 2.11M – 5.31M (+ 151.6%)
Coritiba – 482k – 690k (+ 43.15%)
Redbull Bragantino – 190k – 256k (+ 34.7%)

HIGHLIGHTS OF THE MONTH (INSTAGRAM)
1. Highlight for Fortaleza who won the state title, defeating their main rival in the final, which launched a new shirt in honor of the French team with a stylized shield. The club’s performance in relation to September was 151% bigger.

2. Flamengo increased its performance on Instagram by 41.5% compared to September. The Rio de Janeiro team is on “another level” on social networks compared to the others, they are still in the Libertadores and the Copa do Brasil and fighting for the leadership in the Brasileirão.

3. October was a turbulent month for Santos. If everything went well on the field (an elimination in the Brazil Cup was in November!), Robinho’s hiring off the pitch had a bad repercussion and the deal was undone thanks to the active positioning of his sponsors and the strong pressure from public opinion that practically demanded the club to break up the relationship.

NEGATIVE HIGHLIGHTS
4. Sport, Vasco, Palmeiras, Grêmio and Atlético-MG suffered in October and saw their performances plummet on Instagram. What do these clubs have in common? The results on the field in October did not live up to expectations. With the exception of Grêmio, everyone was at the start of the championship, but October was unforgiving.
Sport = -46.6% in relation to September.
Vasco = -30.5%
Palmeiras = -22.2%
Grêmio = -15.5%
Atlético-MG = -8,1%

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