Report shows Manchester United and PSG lead social media rankings for 2021/22 season

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The 2021/22 European football season saw Instagram dominate when it came to leagues and teams engaging on social media, accounting for 82% of post engagements and 74% of video engagements, according to data from Conviva.

The streaming media measurement analytics platform’s ‘2022 European Football Social Report’ found that English giants Manchester United and French champions Paris Saint-Germain (PSG) led the way with engagement. Both clubs dominated in terms of audience size and engagement for their respective leagues. Conviva cited the signings of Cristiano Ronaldo and Lionel Messi as key engagement drivers.

TikTok also saw a surge in popularity during 2021/22, with most teams and leagues increasing their activity on the platform. Manchester United, Tottenham Hotspur, as well as the UEFA Champions League, all grew their following by more than ten million followers over 2021, according to Conviva. PSG are now the most-followed team on TikTok with 25 million followers.

Leagues and clubs are also leaning more heavily into video, with Conviva regarding it as the number one source of content. The report states that it draws viewers in and drives higher engagement rates, especially on video-first platforms like TikTok. Conviva also noted that even on text heavy platforms like Twitter, video content garnered more engagements per post than static content.

The report also highlighted that while clubs used to primarily post highlights, score updates and other traditional content, that formula no longer works for teams looking to boost engagement. As a result, clubs this season experimented with memes, behind-the-scenes content, player spotlights and other unique formats to stand out from the crowd.

“The 2021/22 European football season was full of exciting transfers, upsets and intense finals that, in turn, drove high social media engagement across teams and leagues throughout the season,” Conviva vice president of strategy Nick Cicero said in a statement.

“It’s clear that European teams and leagues recognise the value of social media and are applying their competitive mindsets to winning fans over on social in addition to on the field.

“However, as more and more teams flock to social to build their brands and expand their fanbases, the competition for fans’ attention has only gotten more intense and we expect that trend to continue next season as well.”

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Preston Lions FC Promote Sponsor Branding Space

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Image Credit: Preston Lions FC

Preston Lions Football Club have begun advertising available branding space for new, interested corporate sponsors during the Australian Championship season.

The club is encouraging companies to become new club sponsors by incentivising branding exposure when Australian Championship matches are played on Preston grounds, with three days until the season starts.

The exclusive opportunities being promoted include media wall TV exposure, Top of Pavillion signage, signage on the Hill Marquees, Pavillion Bar Naming Rights, and flag signage behind the goal.

Quoted in the post, the club stated SBS Sport has 1.6 million followers on their socials in addition to the 12.4 million registered users for SBS On Demand.

Besides branding on kits, corporate promotions for club members and fans, and other engagement, sponsor advertising shown on television provides free promotion of the business to a larger audience.

However, comparing the local and Victoria-wide businesses as well as the Hon. Nathan Lambert MP, the exact amount of publicity and further new and returning customers varies.

Furthermore, already existing sponsors who do not have their branding viable to the cameras will miss out on the coverage.

Preston Lions FC are also advertising for any interested sponsors to aid the club for the next season.

The club will be playing against NWS Spirit at Genis Steel Stadium on the 11th of October, in the first match of the Australian Championship.

SBS is the Home for the Australian Championship

Last month, Australian Championship and the Special Broadcasting Service announced their partnership to broadcast all Australian Championship season matches for two years, which brings free-to-air sports programs back on Australian television.

SBS Sport Director, Ken Shipp promoted SBS’ identity which aligns with football.

“As the spiritual home of football in Australia, SBS is the natural home for the Australian Championship, an aspirational competition that will create a pathway for many of Australia’s brightest young players from the sport’s grassroots to the highest-level competition in the land, the Isuzu UTE A-League Men’s competition,” he said via press release.

“SBS’s football offering now includes compelling competitions at every level and for every fan – including, of course, the FIFA World Cup 2026.”

The news of the Australian Championship and SBS deal has given anti-siphoning law voices another reason why sports should be available for all to watch.

In June this year, research published by Free TV Australia stated 67 per cent of Australians support protecting free-to-air sports broadcasting.

Free TV CEO, Bridget Fair stated the research showed most Australians are watching TV through the internet and will only increase as more people are ditching their aerials, as well as new homes aren’t built with them anymore.

“New anti-siphoning laws must be updated to reflect this reality otherwise millions will be forced to buy expensive streaming subscriptions during a cost of living crisis or miss out altogether on the great sporting events that bind our nation together,” she said via press release.

Anti-siphoning laws regulates media companies’ access to significant sporting events, including how much of a sport’s season must be shown on free-to-air channels.

Adelaide United and Flinders University Expand Agreement into Women’s Football

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Image credit: Flinders University

Adelaide United FC has confirmed that Flinders University will feature as the front of shirt sponsor for the Women’s team for the upcoming 2025/26 A-League season. 

This sponsorship enhances the bond between Adelaide United and Flinders University, who have been longstanding partners since 2019. 

Flinders University has been the front of shirt sponsor for the A-League Men’s team for the past six seasons, and the change to include the women represents the University’s commitment to supporting participation in women’s sport. 

The deal will also deliver benefits off the pitch, with Adelaide United and Flinders University also collaborating on curriculum development for school programs. 

Flinders University Senior Deputy Vice-Chancellor, Romy Lawson underlined the institution’s commitment to both education and football, noting the broader impact of the renewed sponsorship.

“Flinders University is proud to continue its partnership with Adelaide United to champion strong role models and expand opportunities for our students through practical experience,” she said via press release.

“We see real value in deepening our collaboration with a local club that reflects Flinders’ values and commitment to advocating for more women and girls participating in both sport and education.

“Women’s sport has made significant strides, and we are contributing to its success through student placements with the club across various professions, as well as school programs.” 

Adelaide United Chief Executive Officer, Nathan Kosmina welcomed the extension of the strategic alliance, emphasising both its longevity and significance.

“Flinders University has been an outstanding partner of Adelaide United for many years and their continued commitment to our club is something we greatly value,” he said via press release.

“To have a strong, local South Australian brand like Flinders transition onto the A-League Women’s front of shirt highlights their investment in women’s football and in the growth of our game at all levels. 

“We are proud to showcase their brand on our women’s team and thank them for their ongoing support of Adelaide United.”

The continued affiliation with Flinders University, alongside with the inclusion of the women’s team as a front of shirt sponsor shows the dedication both organisations to increase women’s participation in the game. 

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