Social boom, a way to reach the fans also at Euro 2020

Not just the national teams, the stadiums or the main champions. There were several themes most mentioned on social media throughout Euro 2020, as explained in a Sprinklr report on the most commented topics during the tournament which ended with the success of Italy as reported by Calcioefinanza. An almost real-time analysis that can also help federations and brands to “hook” fans in the best possible way. Among the most mentioned national teams during Euro 2020 there are England (3 million mentions on all social platforms) and Italy (2 million mentions), followed by Denmark (595 thousand mentions) and Spain (566 thousand mentions). Among the top teams there are also Germany (551 thousand mentions) and France (428 thousand mentions). Among the players, however, Harry Kane dominates in terms of mentions on social media, with 189 thousand mentions in the last 30 days, just over Cristiano Ronaldo (187 thousand) and Raheem Sterling (119 thousand). Among the Azzurri, the most mentioned was Jorginho, with 87 thousand mentions. The commercial aspect, in fact, is another of the themes that characterized the discussions around Euro 2020 in particular after Cristiano Ronaldo’s gesture of moving the Coca Cola bottles during a press conference. Thus, among the official partners of UEFA, Heineken was the most mentioned with 36 thousand mentions in the last 30 days, according to Sprinklr’s analysis, in front of brands officially linked to the continental football federation such as Gazprom (27 thousand mentions) and Hisense (24 thousand. mentions), with Coca Cola (10 thousand mentions) behind Booking.com (18 thousand mentions) and Tik Tok (12 thousand mentions), a social network that, however, is not exploited to the fullest in football. “Analyzes like these open up different scenarios, because they allow you to have access to the feelings of the fans practically in real time,” Emanuele Floridi, expert in consensus management, public affair and crisis management and strategic and risk advisor, explains to Calcio e Finanza. “Having a tool of this type allows you to safeguard the brand and be able to work on reputation and marketing campaigns in real time, elements that today are not exploited to the fullest in Italian football. The fans are not hired, there is no enhancement of what happens around the 90 ‘, where there is a lot of value for the brands that is not exploited. “” Italian football still shows great gaps to escape the influence of revenues from TV rights and this could be a way to break free. Initiatives dedicated to individual fans must be created, something different must be created to better reach the fan, who is the main stakeholder in the world of football. A stakeholder on which, however, Italian football has less and less appeal. The interaction in real time gives the possibility to start a path of innovation and enhancement, and the victory at Euro 2020 could be the right impulse: but we must intervene immediately, otherwise the risk is that of implosion ”, concludes Floridi.