How player movement has changed how soccer teams are marketed on social media

With many of the worlds leading soccer teams actively signing and transferring players, marketing success can become volatile depending on the success of the transfer window. An example of this was Eden Hazard's $113 million move to Real Madrid from Chelsea earlier this year. Hazard's transfer was marketing hit for Real Madrid, as the former PFA Player of the Year's player attracted a remarkable 1,029,868 likes on the club's Instagram post when they revealed him as the FIFA 20 cover athlete (See Image Below). Furthermore, Hazard's player reveal at the Santiago Bernabeu was marketed so successfully over social media platforms, the event had over 50,000 people attend.

Although transfers can be big marketing opportunities on social media, team transfers that aren't well-received within their fan base could result in backlash. Manchester United's signing of former Arsenal star Alexis Sanchez turned out to be a huge disappointment with the club paying nearly $100 million for him to spend 2 years on the bench. Due to Sanchez's struggles, any social media advertising featuring him on the Manchester United account is usually ridiculed and poorly received from fans.

Taking these events into account, soccer transfers now affect both the performance and the corporate aspects of clubs. Whilst a player might be valuable on the pitch, if they aren't well received or don't get along with fans, it could make marketing them very difficult. Teams must now take extra precaution when signing players as they have to be both effective on the field and marketable off the field to benefit the clubs brand.

Eden Hazard's move to Real Madrid was a huge success. The Los Blanco's latest signing was also revealed as the new FIFA 20 cover athlete on Instagram.

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