An Analysis of the Social Media Promotion Strategies of Romanian SuperLiga Football Teams

Abstract

This chapter examines the promotional strategies of Romanian SuperLiga football teams on social networks, analyzing their presence and activity on the online platforms Facebook, Instagram, TikTok, and YouTube. The study begins by contex tualizing the growing importance of social networks in modern communication and especially in the sports industry, highlighting their role in building relationships with fans, increasing brand awareness, and generating revenue. A comprehensive anal ysis of the online presence of all 16 teams in the Romanian SuperLiga reveals an almost universal adoption of these platforms, with Football Club FCSB dominating in terms of audience. The study then focuses on a qualitative examination of the content posted in March 2024, a period characterized by intense sporting activity and increased efforts by teams to connect with fans via social networks, classifying it into nine categories relevant to sports marketing. The results show a variety of approaches, from club and player information and facts to behind-the-scenes stories, match announcements, and promotional content and activities. In addition, the study highlights the strategies of different teams, suggesting both strengths and opportuni ties for improvement. In conclusion, this chapter provides a valuable insight into how Romanian football teams are using social networks to achieve their marketing and communication objectives. The results of the study can be useful for both sports clubs and sports marketing specialists, providing relevant information for the development and optimization of promotional strategies on social networks