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The Best Social Media Practices By Sports Brands In The Americas


Despite a lack of live sports around the world, many sports brands in North, Central, and South America are looking to be creative by keeping up with current trends, maintaining their club message, and even trying humor from time to time.

Here’s a look at some of the best examples of sports brands connecting with their audiences.

COVID-19 Awareness From Sports Brands

As COVID-19 has spread across the world, there have been some important messages from teams, sharing information on how to be smart during this time while providing helpful announcements.

Parana Clube

Parana’s tweet.

In Brazil, a video was made to show that the number of deaths in the country had surpassed the number of people that would fit in Parana’s stadium: The Estádio Vila Capanema. It was a sad but important message to stay home and understand the importance of the issue as Brazil has one of the largest numbers of COVID-19 cases in the world.

AS Monaco

AS Monaco’s post

The Monegasque club provided a somber, important message on its Portuguese account, making reference to the number of COVID-19 deaths in Brazil, saying that it has surpassed the capacity of the Stade Louis II. The video was to send their support to the people in the South American nation by saying “If you can, stay home. Save lives.” 

Interaction with Fans

Racing Club’s Virtual Press Conference

A very cool new initiative teams are trying is to interact with fans who are accustomed to pre and post-game press conferences. Racing Club, in Argentina, undertook an interesting new initiative by becoming the first team to undergo a virtual press conference with their captain Lisandro Lopez.

The virtual press conference was done on Racing’s official media channel called “Racing Play” where Lopez spoke about his future, about his teammates’ expiring contracts, the return of training sessions, and what his day-to-day has become in quarantine in Argentina.

Racing’s press conference

Surprising Fans

Back in Brazil, Ceara created an interesting initiative where two of their players, Fernando Prass and Rafael Sobis, were able to speak to a male nurse, Werttanio, a fan of the team, who got COVID-19. They simulated a goal call where Werttanio is a part of Ceara, playing a match against COVID-19. In the simulation, Werttanio scores the goal and “beats” the disease before having a conversation with the two players.

Ceara’s meeting

Food Challenges

In Mexico, one of the more popular clubs, Club America, involved food in their content by having different players participate in a cooking challenge. Using various dishes, they were able to see who the best chef on the team is.

Club America’s “cooking challenge”

Finding Humor in A Mistake

In MLS, FC Cincinnati announced their new manager Jaap Stam, only to run into a mistake. The announcement photo did not include Stam, but rather a different manager, Tinus van Teunenbroek, who shares his bald look.

When the official announcement photo was changed and fixed, other clubs in the league had some fun with it, as the Columbus Crew and the New York Red Bulls replied with different bald celebrities to joke about the latest Dutch managerial appointment to MLS.

FC Cincinnati speaking to other clubs.


Finally, in the United States, the use of “Throwback Thursday” has been important in keeping relevant even with the lack of live sports. With the success of “The Last Dance” miniseries that centered around Michael Jordan and the 1990s Chicago Bulls, the NBA’s official Periscope account showed various great games, including Michael Jordan’s last game with the Chicago Bulls in the 1998 finals against the Utah Jazz. The replay ended up with over two million views, showing that the interest and relevance of certain players and documentaries are still intact well after their playing days are done.

Michael Jordan’s shot.

For some more information on how these sports brands are utilizing their social media, contact us at Samba Digital’s Contact Us page.