Insights
Twitter is where football lives
Football is at the heart of Twitter, and it is the home of conversation about the game. With two major international tournaments in 2022, that is more true than ever, and the numbers speak for themselves: 85% of Twitter users regularly connect with football1, and we’ve seen a 45%2 increase in average monthly football conversation over the past 12 months.
The reasons why this is happening are clear. People on Twitter say they can find unique content on Twitter that simply is not available elsewhere. Why? Because Twitter is the one place where players, coaches, pundits, journalists, and fans all exist on a level playing field. It’s why as many as 76% of people say that Twitter helps them connect to their tribe and get closer to significant events like the UEFA Women's EURO and the 2022 World Cup.3
To bring the feeling of football to life in a unique way, we teamed up with top TV football commentator Mshari ElGarni (@1MshariGarni) to create a film that perfectly encapsulates how football lives on Twitter.
For brands, Twitter is the place where it is possible to speak to every single person that shares a love for the beautiful game. It is where fans share their excitement about forthcoming matches, search for the freshest football news, celebrate goals scored, commiserate for devastating losses, and bask in the best post-match memes.
To create this video, Twitter worked with advertising agency DAVID Madrid and production company Landia, and filmed at the Zaragoza stadium in Madrid.
If you want to be where people are talking about football, there is one place to be.
Twitter is where football lives.
Sources:
- GWI Core Study, KSA, Q1 2022. Which of these sports / sporting activities do you regularly play or take part in? Which of them do you regularly follow, watch or have any interest in? And which of them do you regularly watch on broadcast TV, watch online, or watch/attend in person? n=1340
- Twitter Internal Data, Percentage increase in the average number of football-related tweets per month, last 12 months vs 12 months prior (1 Apr 2020 - 31 March 2021 vs 1 Apr 2021 - 31 March 2022) Global
- Twitter + GWI World Cup Study, KSA, Q1 2022. To What extent do you agree or disagree with the following statements about Twitter? Twitter helps me feel more closely connected to big events, Twitter helps me connect with what’s happening n=1305