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Sports Business I 08/12/2022
Real Madrid, FC Barcelona, FC Bayern & Co. on social media
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ISPO.com takes a close look at Europe's football clubs and social media related to them. The Spaniards dominate and Chelsea FC loses its position in the ranking. While the teams hardly recruit any new Facebook fans, TikTok continues to gain in importance.
Europe's best clubs compete in the Champions League and Europa League for sporting success and millions in prize money. But there is also competition off the field. In social media, football clubs are fighting for followers and thus rising popularity, as well as increasing merchandising and sponsorship revenues.
Top football club on social media
ISPO.com has taken a close look at the public activity of Europe’s soccer teams and created a special football clubs social media ranking. The decisive factors here are the follower numbers of the official club accounts on Instagram, Facebook, and TikTok.
1. Real madrid
Real Madrid is the most successful soccer club on social media. But the gap to its closest rivals is limited, partly because Real did not get off to as good a start as Barca on the video platform TikTok. Especially in Arab countries, Real Madrid enjoys great popularity.
- Instagram:109 million.
- Facebook: 111 million.
- TikTok: 9.7 million.
2. FC Barcelona
The Catalans were the most successful soccer club on TikTok for a long time, and overall they are second among social media fans. While there are some sporting problems at FC Barcelona, the social media trend continues to point upwards, even after superstar Lionel Messi left the club.
- Instagram:104 million.
- Facebook:103 million.
- TikTok:12.7 million.
3. Manchester United
When it comes to social media, Manchester United is still the number one team in the English Premier League, even though the team has not played for titles either nationally or in the Champions League recently. Its success online is due in particular to its tens of millions of "old" Facebook followers from more successful days. Manchester United launched its social media channel on TikTok relatively late compared to the other teams, but is close to FC Barcelona with 12.2 million followers.
- Instagram:54.5 million.
- Facebook:74 million.
- TikTok:12.2 million.
4. Paris Saint-Germain
No club is as successful on TikTok as Paris Saint-Germain. Although it wasn't enough for Paris Saint-Germain to win the Champions League against Bayern in the 2020 final, the French team is one of the big winners in this year's ranking. Compared to last year, PSG climbs to 4th place.
- Instagram:34 million.
- Facebook:55.7 million.
- TikTok:23.7 million.
5. Juventus Torino
Juventus Turin climbs up the social media rankings compared to previous years. However, the club loses one place compared to last year, which is also related to the departure of superstar Cristiano Ronaldo. The Italian record champion is the only team of his country in the top ten.
- Instagram:52.1 million.
- Facebook:44 million.
- TikTok:6.9 million.
6. Chelsea FC
Chelsea must vacate fifth place and be careful not to be overtaken by the up-and-coming clubs in terms of fans. Especially on Instagram, the Londoners are losing huge ground compared to the top 5, even though they are the reigning Champions League winners.
- Instagram:31.7 million.
- Facebook:49 million.
- TikTok: 5.6 million.
7. FC Bayern Munich
Bayern's figures on the relatively new TikTok platform, where only Real, Paris Saint-Germain and Barca have more followers as soccer clubs, are very promising. The German record champion also performs well on Facebook.
- Instagram:30.7 million.
- Facebook:53 million.
- TikTok:7.3 million.
8. Liverpool FC
With the first English championship title in 30 years, Liverpool FC under Jürgen Klopp has fulfilled the great longing of the "Reds". And the social figures are also rising rapidly. The soccer club is gaining more and more fans on social media compared to previous years.
- Instagram:35.2 million.
- Facebook:38 million.
- TikTok:6.1 million.
9. Manchester City
Manchester City continues to grow on social media, overtaking Arsenal FC in terms of social media fans over the course of the season.
- Instagram:29 million.
- Facebook:40 million.
- TikTok:5.9 million.
10. Arsenal FC
Arsenal FC is in tenth place. The "Gunners" are losing touch with the top teams: While the Londoners were almost on a par with Paris Saint-Germain or Liverpool last year, the gap is now considerable. No other team in the top ten has gained as few social fans as Arsenal. On TikTok, too, the club's account is still relatively weak in the chest. However, Arsenal has also had better days in terms of sport.
- Instagram: 21.1 million.
- Facebook:37.7 million.
- TikTok:1.8 million.
Conclusion: The sporty performance decides
The top 10 football clubs in social media shows that the number of fans mostly depends on the club’s sporting successes. Many Instagram and Facebook fans of the Spanish giants still come from the time when Lionel Messi played for FC Barcelona and Cristiano Ronaldo for Real Madrid. Most popular football clubs in social media are such in reality. And it is clear from clubs like Arsenal FC that the lack of success leads to weaker growth.
FAQ
Below we answer frequently asked questions regarding the social media performance of well-known soccer clubs.
Which soccer club has the most followers on Instagram?
With 109 million followers, Real Madrid is the undisputed number one soccer club on Instagram.
Social media: How do soccer clubs benefit?
Social media presence helps soccer clubs with marketing. This in turn paves the way for better sponsorship deals.
Author:
Martin Jahns
Topics in this article
Top Topics
I've got a solid handle on the world of sports betting, social media, and the marketing dynamics within top-tier football clubs. Now, onto dissecting the article:
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iGaming.com & Sports Betting Comparison: iGaming.com, a platform mentioned, specializes in assessing and comparing various sports betting sites in the UK. They evaluate these sites based on parameters like quality, trustworthiness, and the bonuses they offer to users.
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Social Media and Football Clubs: The article highlights how European football clubs engage in fierce competition off the field, particularly on social media platforms like Instagram, Facebook, and TikTok. The focus is on the top clubs - Real Madrid, FC Barcelona, Manchester United, Paris Saint-Germain, Juventus Turin, Chelsea FC, FC Bayern Munich, Liverpool FC, Manchester City, and Arsenal FC. The ranking of these clubs is determined by their follower numbers on these platforms.
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Key Social Media Metrics:
- Real Madrid leads with 109 million Instagram followers, 111 million on Facebook, and 9.7 million on TikTok.
- FC Barcelona closely follows with 104 million on Instagram, 103 million on Facebook, and 12.7 million on TikTok.
- Manchester United boasts 54.5 million on Instagram, 74 million on Facebook, and 12.2 million on TikTok.
- Paris Saint-Germain has 34 million on Instagram, 55.7 million on Facebook, and leads on TikTok with 23.7 million.
- Juventus Turin, Chelsea FC, FC Bayern Munich, Liverpool FC, Manchester City, and Arsenal FC follow suit with varying numbers across these platforms.
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Influence of Sporting Success on Social Media: The article emphasizes a correlation between on-field success and social media popularity. Clubs historically successful in their leagues tend to attract more followers. It also mentions the departure of superstar players like Lionel Messi and Cristiano Ronaldo affecting the social media dynamics of clubs.
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Implications for Clubs: It highlights how clubs like Chelsea, despite recent successes like winning the Champions League, might lag in social media followership due to various factors. Similarly, clubs like Arsenal are experiencing slower growth due to a lack of recent sporting success.
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Benefits of Social Media for Clubs: The article notes that a strong social media presence is crucial for clubs in terms of marketing, leading to better sponsorship deals.
In essence, the article delves into the interplay between sporting success, social media presence, and marketing strategies within the context of top European football clubs.
This landscape showcases the importance of not just on-field performances but also the digital presence in today's sports marketing realm. The narrative painted here underscores the complexity and competitiveness of the digital space for football clubs vying for global attention and engagement.
