A GLOBAL AND UNLIMITED SEVILLA FC: RECORD NUMBER OF INTERNATIONAL FOLLOWERS AND ACTIVATIONS

The 2022-23 season ends for Sevilla FC with some spectacular figures at international level that summarise and endorse the Strategic Plan launched by the Club to expand its brand beyond our borders. Over the last few months, Sevilla FC have grown by more than 171% in terms of followers on foreign social media and have consolidated their position as the club with the most international activations of all those that form part of the LaLiga Impulso Plan. The latest report provided by this body, corresponding to May, highlights not only that Sevilla FC were the club with the most international actions in that month, but also that across the whole season they consolidated their leadership with 99 activations, 19 more than the second-placed Atlético de Madrid.

The work carried out over many months was boosted by the club's seventh Europa League title. This success allowed a tenfold increase in the impact on international digital media during the month of May, according to the auditors Nielsen, and provided the final push to achieve the 171% accumulated growth on official social media profiles outside Spain, according to the figures provided by Blinkfire Analytics. Furthermore, according to data from the company DRUID, Sevilla FC experienced a 95% growth in its international database throughout the season. The Strategic Internationalisation Plan is based on four fundamental pillars: the generation of content in different languages for each country's own channels and adapting them to specific cultural features; activations to bring Sevilla FC closer to each area and generate visibility; impacts on leading local media; and work carried out hand in hand with our strategic partners in each region.

Throughout the season, innovative activations of all kinds have been developed. In recent weeks, for example, a Chinese influencer broadcasted the celebration of the seventh Europa League and a party was organised at the Peña Sevillista Botina in Tangiers (Morocco) for all Sevillistas in the area to watch the final in Budapest at their premises. The leading sports media outlet in China, Titan Sports, produced an extensive report on the history of Sevilla FC, their unique history against the world's top clubs, their love affair with the Europa League and how they managed to live up to their motto 'Never Surrender' to win the seventh Europa League in extraordinary fashion. In total, in the 2022-23 season, Sevilla FC has exceeded 80 reports in foreign media, both in sports media as well as in general media.

Internationalisation and Digitalisation

However, there are also other actions in several of the countries identified as strategic that are not linked to specific sporting results. The documentary 'Never Surrender', launched in India together with FC Bengaluru United and Valvoline, two of the Club's strategic partners, has helped to establish the Sevilla FC brand in that country through stories of overcoming adversity based on the spirit of the great Sevillista motto. A perfect example of how to add value to a sponsor with interest in the market.

In China, the number of followers has grown enormously on its main social networks, such as Weibo and Douyin, with well over one million followers thanks to specific content such as the 'Studio Show'. In the last month alone, there were 26,000 new followers on both networks: Sevilla FC were the second fasting growing Spanish team on Weibo (+52,500) and had the fourth highest number of interactions (12,166) after Real Madrid, FC Barcelona and Atlético de Madrid. On the other hand, Sevilla FC have established their name there through an agreement with ISS (International School Services) in the town of Shenzhen, where they are the main football advisor at the prestigious Shekou International School.

The Gran Derbi, meanwhile, was used to activate a series of content with various 'influencers' from Argentina and Morocco, taking advantage of the pull of Sevilla FC with its players from those countries. In Mexico, there was a joint viewing of the derby match for fans from Guadalajara, as well as different activations in the Sevilla supporters' clubs in the country and content with local influencers throughout the season. In the United States, another country of high strategic value, the visit of NFL star Cameron Jordan, who was present at the famous match against Manchester United, was very visible. Something similar happened with the 'Sevilla Experience', through which a couple of Mexican fans had the chance to experience the home match against Real Madrid match, one of LaLiga's headline fixtures.

These international activations allow us to be closer to Sevilla supporters and followers in each country and their number is constantly growing. In this sense, Sevilla FC stands out for adapting its content to each area, overcoming cultural and geographical barriers. This continuous work has consolidated the Sevilla FC brand as one of the most recognised in the world.