Club America’s Triumph: Fan Loyalty in the United States
Pieces continue to be arranged for better interaction between Club America and its fans in the United States. There are favorable moments for the approach, new and traditional, which currently have different communication strategies for Spanish-speaking and English-language fans. A new moment is the occasion that the edition of the League Cup will represent in which all Liga MX teams play official matches in the United States, and a traditional moment is the constant reaction of fans in the United States such as the National Classic…
The America-Chivas 2021 edition left more witness to the resonance that follows the Eagles from miles away. Club America’s digital head Arturo Miguel Peralta told El Economista that the club’s social networks (outside Mexico) on the night of El Clasico had conversation traffic, mainly from Los Angeles, Houston and New York.
“We have about 20 million followers on the network (FB, Twitter and Instagram) and over two million followers from the United States, that’s 10 percent, but obviously we want to grow that and have a strategy with brand content in it. and also in games that are played in the United States”.
Mexico and the United States are two markets that add a force of 36 million fans to the club, of whom six million live in the United States, as Karina Montalbán, the club’s marketing director, told this newspaper at the beginning of the year, When opened eMshop as a way to cover a binational merchandising offer. The online store hastened its launch due to the pandemic, but now with the return of fans to the stadium and new doors of interaction with fans before the League Cup will open, the club strengthens communication for its two spectators.
“Digital is the only form of contact that fans in the United States have before games. The League Cup will be added to network accounts, but not because of the league but because of the continuity of the content. America is one of the teams that won the League Cup. have performed the most in the United States before. Now the matches will be of an official nature, giving the fan more hope that the result matters to some”, mentions the head of digital of the club.
“Wannabe troublemaker. Pop culture fanatic. Zombie nerd. Lifelong bacon advocate. Alcohol enthusiast. Tv junkie.”