The Chicago Bulls and other U.S. sports teams hope that using dedicated social media profiles will lead to international brand deals. This line of thinking has become more commonplace recently. Teams and leagues in the U.S. recognize that the international growth of soccer and F1 helped to broaden revenue streams.
The four big leagues in the U.S. are very popular in their own country, but they are setting their sights on international recognition. They are using various means to help them achieve this, including dedicated social media profiles, local language support, and partnerships with global brands.
Dedicated social media profiles
Basketball is a global sport, and many NBA players today are born outside the U.S. The Bulls are well positioned on social media with over 45 million fans as followers. They have more followers than all the other professional sports teams combined.
Over 70% of these followers are from outside the U.S. On Instagram alone, they have more than 10 million followers. This is some indication of the huge popularity of basketball. In the U.S., the love of sports like basketball means sports betting is also popular. You can now bet legally in many states at sports betting casinos.
Localized content and language support
The leagues realize that if they want to reach international fans, they must provide content in multiple languages and tailor marketing to specific regions. This gives fans in those countries more of a sense of belonging and inclusivity.
The Bulls have many Spanish fans and want to create new connections with them. A new Instagram account, @LosBulls, had 24,000 followers 10 days after its debut. Besides this Spanish-language account, the Bulls also have a French-language account. This Instagram account @LesChicagoBulls has over 100,000 followers. The Bulls also have several accounts on Chinese social media platforms.
Forging partnerships with international brands
When looking at sports in the USA by popularity, football retains its dominant position. When teams and leagues align themselves with respected entities, they can leverage their reach and influence. The NFL and the NBA focus on building local partnerships with sports organizations and key influencers in target countries. This helps them gain credibility in local markets. Teams are also featuring international players in promotional campaigns.
Participating in global events and tournaments
The NBA’s Global Games and the NFL’s International Series allow leagues to play at international venues. This means that fans from around the world can see their favorite players in action in their home countries. Leagues can showcase their top talent and attract media coverage. It can also increase merchandise sales.
By playing regularly in London and Mexico cities in the International Series, the NFL has started to gain fans from all over the world and created more demand for football outside of the U.S. It is currently partnering with Brand USA to encourage this by promoting the culture that surrounds sport in America.
Two of the best teams in baseball, the San Diego Padres and the Los Angeles Dodgers held their openers in Seoul, South Korea. This is part of the MLB World Tour. In total, the MLB will hold eight international games this season.
The NFL has contributed more than $10 million to Tottenham Hotspur stadium, in London. Two international NFL games will be held at the stadium each year until the 2029/30 season.
Changing nature of viewership
The rise of digital and connected TV can enable sports organizations to become truly global brands. Apple TV is just one of the streaming devices that allow users to access a wide range of content. Streaming on various services now offers rich, immersive experiences to viewers. This has boosted recognition of U.S. sports leagues by making games accessible across the world.
Fans can watch live games and highlights. They don’t have to worry about the limitations of traditional broadcasting rights or geographic restrictions. The use of subtitles and commentaries in different languages appeals to non-English speaking audiences. This offers opportunities for sports leagues to make progress in expanding their global fan bases. Organizations can capitalize on the star power of individual athletes and their organizational reach to achieve worldwide recognition.
