FC Barcelona holds court with a digital audience of 116 million as effortlessly as its star Lionel Messi dribbles through defenders. Thanks to gigantic followings on Facebook, YouTube, Instagram, Twitter and Vine, the team has become a media platform unto itself—promoting tweet-worthy players like Messi.
"The great sports content providers are like rock stars," said marketing consultant David Deal. "They capture an unbelievable passion and loyalty that is tribal in nature."
Deal and other industry experts contend that FC Barcelona has only begun to scratch the surface of its interactive branding prowess for partners such as Nike, Audi and Estrella Damm.
While FC Barcelona didn't respond to interview requests, it gave fans a glimpse last week into potentially what's to come, posting a rare brand-partner clip on Vine for Estrella Damm that garnered 200,000 views in a matter of hours.
The team would be wise to next debut sponsored behind-the-scenes footage, suggested Tim McCord, vp of digital strategy at GMR. "The best experiences, not only brought to you by, but made better by the brand, offer huge potential as brand storytelling finally comes into its own," he said.
That's why Barça—the world's leading sports social entity—will likely score bigger brand spends as it stands at a critical juncture of social and TV.
"It's crucial for marketers to stay on top of sports-related opportunities," explained Noah Mallin, head of social at MEC. "You're at the intersection of today's content consumption behavior, with fans watching TV while engaging with a mobile device in places like Twitter to talk about what they are seeing."
"The great sports content providers are like rock stars," said marketing consultant David Deal. "They capture an unbelievable passion and loyalty that is tribal in nature."
Deal and other industry experts contend that FC Barcelona has only begun to scratch the surface of its interactive branding prowess for partners such as Nike, Audi and Estrella Damm.
While FC Barcelona didn't respond to interview requests, it gave fans a glimpse last week into potentially what's to come, posting a rare brand-partner clip on Vine for Estrella Damm that garnered 200,000 views in a matter of hours.
The team would be wise to next debut sponsored behind-the-scenes footage, suggested Tim McCord, vp of digital strategy at GMR. "The best experiences, not only brought to you by, but made better by the brand, offer huge potential as brand storytelling finally comes into its own," he said.
That's why Barça—the world's leading sports social entity—will likely score bigger brand spends as it stands at a critical juncture of social and TV.
"It's crucial for marketers to stay on top of sports-related opportunities," explained Noah Mallin, head of social at MEC. "You're at the intersection of today's content consumption behavior, with fans watching TV while engaging with a mobile device in places like Twitter to talk about what they are seeing."
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