The PSG’s Spanish account leads in reach on X.com among semifinalist clubs in Europe

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Last week, the world discovered the clubs qualified for the semifinals of the UEFA Champions League and the UEFA Europa League. But does on-field success reflect in the clubs’ performance on their digital assets? The Data Insights team at Samba Digital analyzed performance from Tuesday, April 16th to Friday, April 19th, to evaluate the performance of these clubs on their official Spanish-language accounts.

But first, which of these clubs have official accounts in Spanish?

 

 

Before we continue, it’s important to note that Real Madrid, being a Spanish club and its official account being in its native language, was not considered in this analytical comparison.

Of the other three clubs qualified for the semifinals of the UEFA Champions League, Paris Saint-Germain and FC Bayern were ranked 1st and 6th, respectively, when analyzing the reach of their posts on their Spanish-language profiles.

Having a perfect year so far, which already includes the Bundesliga title, Bayer 04 Leverkusen reached the 5th position on their official profile in the language with 2 million accounts reached.

 

 

With a humorous tone, Paris Saint-Germain joked about repeating the feat that occurred in the 2020/2021 edition and the post alone reached 2.1 million accounts.

 

 

The work was so well done that the second post among all Spanish-language accounts was also from PSG with Dembélé as the protagonist and another 1.6 million accounts reached. It’s worth noting that the player left Camp Nou for Parc des Princes at the start of this season.

 

 

The strategies that allowed PSG to face this performance crossed different universes and included the knowledge of the recent history of confrontations between the clubs with a viral touch of an iconic phrase of Homer Simpson. The other piece only explored the rivalry intensified by the recent transfer of Dembélé and his funny face, which was very expressive.

 

Want to learn more about our digital community management? Reach out to Samba Digital!

Clubs with Spanish-language accounts managed by Samba Digital achieve impressive results in March

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Samba Digital achieved a significant milestone on social media in March: four out of the five clubs with the highest reach on their pages in Spanish – as second language – on X.com are managed by the agency, specialized in brand internationalization.

The clubs that reached large audiences throughout the month were Tottenham (ENG), AS Monaco (FRA), Leeds United (ENG), and Paris Saint-Germain (FRA).

Top 10 Ranking of the SPA football clubs in March

 

One key factor behind the English club’s outstanding performance was a simple yet original feature that X offers to users for image descriptions.

In the message, Argentine defender Cristian Romero is praised:

“We saw that this content was viral on social networks and we took advantage of the trend. We are always on the lookout for those moments where something so simple can have a great impact”, told Tomás Marco Del Pont, who manages Spurs accounts in Spanish.

As for AS Monaco, not only did they secure the second position overall, but the second post with the highest reach was also Monegasque. It arose from the historical connection AS Monaco has with Real Madrid through players shared by both clubs, such as Morientes, Saviola, James Rodriguez, and Tchouameni.

 

In March we had Real Madrid birthday and I did a post about the players that both teams shared that went viral. Some influencers a DjMariio commented and that also brought as a lot of followers and engagement to. By the end of March the account grew 3K+ followers”, explained Pablo Lee, the Social Media in charge of AS Monaco Spanish account.

In their quest for promotion back to the Premier League, Leeds United experienced a notable improvement in March, thanks to a highly original design featuring Wilfried Gnonto. The midfielder scored one of the goals in Leeds’ 2-0 win over Sheffield United, and the Spanish-language page highlighted it in this manner:

 

 

Want to learn more about our digital community management? Reach out to Samba Digital!

To go international you must first understand how to be local

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Orlando Magic recently launched a Portuguese-language social media presence in Brazil. They have no Brazilian athletes within their squad and play no matches in the country.

So, what did they stand to gain from this new international approach?

When you think about the reasons why a team or league might set out to engage with a specific market, they will be varied. From the outside it may look like they have done so because they have recently signed a player from that country or are playing certain matches within it.

Although these are seemingly sound reasons and will certainly provide a certain impetuous, that momentum may prove to be fleeting.

What if the player leaves? What happens if you no longer play games there?

Do you then shift emphasis to another market one of your international players is from?

To attempt to drive engagement through a short-term solution such as the above may well lead to problems further down the line. Ones that can be easily avoided through good planning and sound insights.

Recently our Business Development Director, Tom Moxon, spoke to the ‘Social & Sport’ podcast about the work we’ve been doing to help sports organisations establish long-lasting and successful presences in markets such as LATAM, the US, Middle East and Asia.

For Orlando Magic this long-term thinking drives to the heart of the reasons for their own digital expansion into Brazil. What may look on the surface to be an odd move is anything but.

As Tom shared on the podcast, it was based on a deeper insight and achieving a wider commercial objective.

“They went into this market with a commercial mindset as they drive tourism from Brazil to Orlando. So tourism was number one. Which gave them a view for those ticketing opportunities or unique experiences to drive that market.”

And it’s about understanding who within those markets you are looking to engage with;

“International expansion is about understanding what kind of fans you’re picking up along the way; whether they’re casual, die-hard or second-team clubs. A lot of South American fans have a team they follow in Europe (and the US) and another they have at home”

To listen to the interview with Tom in full head to Buzzsprout or watch the video on YouTube.

And to find out more on how we help teams and leagues around the world to establish long-term international presences, get in touch here.