According to available and comparable data, the final of the premier football club competition of the world outperformed all other major sports events in 2019 by more than 30 percent, meanwhile according to Conviva, the video optimization, and online video analytics company, “the UEFA Champions League final is presently the biggest sports event on Instagram stories from a single account” with 177 million impressions.
The impressive figure of 1.09 billion social media interactions consists of all engagements (including likes, shares, and comments) and video views, 110% up from the final one year ago. Interactions were tracked across all of the UEFA’s social accounts and the official accounts of the participating teams, players as well as various media organizations from all over the world. Impressively, almost half of the interactions were generated from the UEFA’s social media platforms, with the remaining coming from other sources.
Moreover, UEFA supported its commercial partners actively by promoting their activities on social media. Given the popularity of UEFA’s social channels, they can be used to engage targeted audiences for each partner with specific branded messages.
For example, the opening ceremony of the UEFA Champions League final, presented by Pepsi, which saw the famous group Imagine Dragons perform minutes before the match, attracted up to 88 million video views as well as 381 million impressions across Instagram and Facebook.
It is not only the 2019 UEFA Champions League final that surpassed all expectations but the competition itself – from the group stage to the final – drew more than 6.5 billion interactions that originated from UEFA’s own social media channels with 3 billion cross-platform video views.
The 2019/20 season has also started strongly with 149.5 million interactions that are generated on UEFA’s owned platforms by content around the group stage in Monaco in late August, which is more than 4 times the amount of interactions compared with last season.