1. football
and social media
João Frigerio
FIFA Master Alumni

2. O Futebol nas Redes Sociais
Social media is about…
community interactivity
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

3. O Futebol nas Redes Sociais
Highest earning clubs: 2010-11 season
Revenue
Club Country
(€ million)
1 Real Madrid 479.5 Spain
2 Barcelona 450.7 Spain
3 Manchester United 367 England
4 Bayern Munich 321.4 Germany
5 Arsenal 251.1 England
6 Chelsea 249.8 England
7 Milan 235.1 Italy
8 Internazionale 211.4 Italy
9 Liverpool 203.3 England
10 Schalke 04 202.4 Germany
11 Tottenham Hotspur 181 England
12 Manchester City 169.6 England
13 Juventus 153.9 Italy
14 Olympique Marseille 150.4 France
15 Roma 143.5 Italy
16 Borussia Dortmund 138.5 Germany
17 Lyon 132.8 France
18 Hamburger SV 128.8 Germany
19 Valencia 116.8 Spain
20 Napoli 114.9 Italy
Fonte: Deloitte Football Money League 2010-11
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

4. O Futebol nas Redes Sociais
Top 10 clubs on Facebook
Facebook
Club Country
Likes
1 Barcelona Spain 36,619,000
2 Real Madrid Spain 32,858,000
3 Manchester United England 28,533,000 Of the 10 highest earners,
4 Chelsea England 13,762,000 8 appear in the Top 10
5 Milan Italy 12,206,000 most followed on facebook.
6 Arsenal England 11,778,000
7 Liverpool England 10,529,000
8 Galatasaray Turkey 7,580,000
9 Fenerbahçe Turkey 6,100,000
10 Bayern Munich Germany 5,279,000
Fonte: Futebol Facebook Index,
futebol finance.com, 30 Nov. 2012
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

5. O Futebol nas Redes Sociais
Top 20 Deloitte Football Money League Clubs
Ranked on the Futebol Facebook Index
Club Country
Facebook
Likes
deloitte
ranking
However, of the 20 highest earners,
1 Barcelona Spain 36,619,000 2 only 12 appear in the Top 20
2 Real Madrid Spain 32,858,000 1 most followed on facebook.
3 Manchester Utd. England 28,533,000 3
4 Chelsea England 13,762,000 6
5 Milan Italy 12,206,000 7
6 Arsenal England 11,778,000 5 The “invaders”
7 Liverpool England 10,529,000 9
10 Bayern Munich Germany 5,279,000 4 Facebook
Club Country
11 Juventus Italy 4,524,000 13 Likes
14 Manchester City England 3,627,000 12 8 Galatasaray Turkey 7,580,000
18 Olympique Marseille France 2,022,000 14 9 Fenerbahçe Turkey 6,100,000
20 Internazionale Italy 1,810,000 8 12 Boca Jrs. Argentina 3,760,000
23 Borussia Dortmund Germany 1,622,000 16 13 Besiktas Turkey 3,740,000
26 Tottenham Hotspur England 1,463,000 11 15 Corinthians Brazil 3,000,000
26 Roma Italy 1,343,000 15 16 Flamengo Brazil 2,800,000
38 Napoli Italy 714,000 20 17 Chivas Mexico 2,200,000
39 Lyon France 709,000 17 19 Al Ahly Egypt 1,870,000
42 Schalke 04 Germany 614,000 10
56 Hamburger SV Germany 385,000 18
75 Valencia Spain 271,000 19
Fonte: Futebol Facebook Index, futebol finance.com

6. O Futebol nas Redes Sociais
The highest earning Brazilian clubs in 2011
clube R$ million €M (31.12.11)
1 Corinthians 290.5 111.6
2 Sao Paulo 226 86.8
3 Inter-RS 198.2 76.1
4 Santos 189.1 72.6
5 Flamengo 185 71.0
6 Palmeiras 148.1 56.9
7 Gremio 143.3 55.0
8 Vasco 136.6 52.5
9 Cruzeiro 128.7 49.4
10 Atletico-MG 99.8 38.3
11 Flumninense 80.1 30.8
12 Coritiba 66.5 25.5
13 Botafogo 59.5 22.8
Fonte: BDO Finanças dos Clubes Brasileiros 2011
Fonte: Futebol Facebook Index, futebol finance.com

7. O Futebol nas Redes Sociais
2011 Revenues vs. Facebook popularity
Fonte: Futebol Facebook Index, futebol finance.com; private research

8. O Futebol nas Redes Sociais
Brazilian clubs on
Futebol Facebook Index
Fonte: Futebol Facebook Index, futebol finance.com; private research, 30 Nov. 2012

9. O Futebol nas Redes Sociais
150,000 fans
Offical facebook page
640,000 fans
Non-official page
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

10. O Futebol nas Redes Sociais
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

11. O Futebol nas Redes Sociais
Presence of Brazilian clubs on social media platforms
13 Clubs listed:
Corinthians
Sao Paulo
Palmeiras
Santos
Flamengo
Flumninense
Vasco
Botafogo
Gremio
Inter-RS
Cruzeiro
Atlético-MG
Coritiba
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

12. O Futebol nas Redes Sociais
Presence of Brazilian and European clubs
on social media platforms
Clubs universe:
13 top earners in Brazil
and 20 top earners in Europe
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

13. Twitter Ranking O Futebol nas Redes Sociais
Twitter followers - Brazil
Barça’s main Twitter account is in English.
Real Madrid’s main account is in Spanish.
Barça’s Twitter account in Spanish
would be ranked #3, with 3.5 million followers,
while its account in Catalan
would be ranked #4, with 2.5 million followers.
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

14. You Tube Ranking O Futebol nas Redes Sociais
125 million views and 471,000 subscribers
86 million views and 290,000 subscribers
78 million views and 82,000 subscribers
64 million views and 110,000 subscribers
55 million views and 148,000 subscribers
33 million views and 108,000 subscribers
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

15. O Futebol nas Redes Sociais
You Tube Ranking: Brazil
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

16. O Futebol nas Redes Sociais
More than 770,000 views
of only one video

17. O Futebol nas Redes Sociais
?
How are clubs and players making money?
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

18. O Futebol nas Redes Sociais
Sponsored Twitter accounts
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

19. O Futebol nas Redes Sociais
Social media sites have become
a new activation platform
for sponsors.
They, in turn, pay a premium
In order to exploit those rights.
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais

20. O Futebol nas Redes Sociais
Ticketing…
…and much more!

21. Thank you
João@Frigerio.com.br
Footecon, 4-5 dezembro 2012: o futebol nas redes sociais