The relationship between sport, fandom, and technology has evolved significantly over the past decades, transforming how fans engage with their favorite teams and players. This evolution has been driven largely by advancements in digital technology and the proliferation of social media platforms, which have become integral to the sports industry. The 2023/24 football season’s social media trends provide a case study of these dynamics, highlighting how digital engagement shapes modern sports culture.

The Jump to Social Media

Social media platforms have revolutionized the way fans interact with sports. Traditional media, such as television and print, once dominated sports coverage. However, the rise of platforms like Instagram, TikTok, and YouTube has shifted this paradigm. These platforms offer more interactive, real-time engagement, allowing fans to connect with their favorite teams and players beyond the confines of match day.

The recent football season underscored the importance of social media in sports. European leagues, particularly Ligue 1, leveraged TikTok to drive follower growth. This aligns with broader consumer trends favoring short-form video content. For instance, Ligue 1 saw a robust 35.7% increase in followers, primarily due to its strategic use of TikTok.

Conversely, the follower growth in the English Premier League and LaLiga slowed, forcing them to seek innovative digital strategies for a content-hungry audience. In this battle for user attention, even established leagues are threatened and must continually adapt to maintain and grow their digital presence.

Arabia and USA, Leaders of the Change

One of the most striking developments was the surge in social media followers in Saudi Arabia and the USA, driven by high-profile transfers like Cristiano Ronaldo to the Saudi Professional League and Lionel Messi to Major League Soccer (MLS). These moves have not only boosted the visibility of these leagues but also expanded their global fan bases.

For example, MLS gained 5.9 million new followers, surpassing some of Europe’s top leagues. This highlights how strategic player acquisitions and digital engagement can elevate a league’s global profile.

The presence of global superstars significantly impacts social media metrics. Ronaldo and Messi have enormous personal followings, which translate into increased visibility and engagement for their respective leagues. This phenomenon demonstrates the power of individual athletes in driving digital engagement and growing a sport’s fan base.

Creating Virtual Communities

Clubs have become adept at using various social media platforms to engage fans. The top 20 clubs with the highest follower growth have effectively utilized YouTube and TikTok. For example, Real Madrid’s content across multiple platforms generated an astounding 2,418 million engagements, showcasing the club’s dominance in digital engagement. #ProudOfOurPartner. Real Madrid’s approach serves as a model for other clubs looking to expand their digital footprint and strengthen their connection with fans worldwide.

Real Madrid players saw significant increases in followers, reflecting the club’s strong social media strategy. Players like Jude Bellingham experienced remarkable growth, highlighting the symbiotic relationship between club success and player popularity.

The Impact of Technology

The integration of technology in sports has led to more interactive and real-time fan experiences. Live streaming, behind-the-scenes content, and interactive fan polls are just a few examples of how clubs are leveraging technology to enhance fan engagement.

Emerging technologies like virtual reality (VR) and augmented reality (AR) are also starting to play a role. These technologies offer immersive experiences, such as virtual stadium tours or AR-enhanced game highlights, providing fans with new ways to engage with their favorite sports.

The 2023/24 football season highlights the profound impact of social media and digital technology on sports. The strategic use of platforms like TikTok and YouTube by leagues and clubs, the influence of high-profile player transfers, and the adoption of emerging technologies are reshaping the landscape of sports fandom. As digital engagement continues to evolve, it will be crucial for leagues and clubs to innovate and adapt to maintain and grow their fan bases.

This ongoing digital transformation not only enhances fan experiences but also drives the globalization of sports, bringing together diverse audiences and creating a more connected and engaged global sports community.