TikTok presence of football clubs attracts sponsors
Football clubs need a strong presence on YouTube and TikTok to be attractive to sponsors. In the UK, for example, Liverpool FC recently knocked Manchester United off its sponsorship throne in this way, according to the evaluation website Powa Index.
"Any media presence is important for a club. That ranges from TV broadcasts to social networks. Big clubs in particular are very active on platforms like TikTok or Snapchat. This allows them to reach young target groups, which makes them attractive to sponsors," says Michael Fiala, editor-in-chief of 90minuten.at in an interview with the news portal Pressetext.
The Powa Index uses artificial intelligence to calculate real-time data on attractiveness to sports sponsors. Factors such as the performance of teams, the number of internet searches for the club or its presence in classic media as well as on social media are factored in.
Jürgen Klopp attracts sponsors
In the UK, Liverpool is in first place ahead of Manchester United. They are followed by Arsenal, Chelsea and Manchester City. According to the Powa Index, Liverpool FC has been able to attract many sponsors mainly because of its successes, such as the recent Champions League victory and the charisma of coach Jürgen Klopp. However, the large audience on platforms such as TikTok and YouTube has also contributed to the club's growing appeal. (pte)
