Fluminense score Twitter partnership

Brazilian soccer club agree deal with social media platform to promote content.

Fluminense score Twitter partnership

Top-flight Brazilian soccer side Fluminense have launched a new partnership with Twitter.

The agreement will lead to enhanced promotion of content that is published from the Campeonato Brasileiro Série A team’s account on the social media platform.

The promoted content will include training videos, behind-the-scenes images and live broadcasts of press conferences. As part of the deal, the tweets can be sponsored by advertisers wanting to publicise their brand to the Rio de Janeiro-based club’s Twitter followers.

Fluminense are the first Brazilian outfit to team up with Twitter, but join the likes of Spanish giants Real Madrid and Barcelona who have similar agreements with the company.

Carina Ceroy, director of communication and institutional relations for Fluminense, said: “Fluminense understands that the digital theme is extremely effective in leveraging new partnerships and increasingly approaching the fan. There are ongoing projects focused on database integration and analytics techniques with the goal of expanding reach and potentiating various strategic plans for the club. The partnership with Twitter is a big step.” 

Luan Knaya, Twitter’s sports partnerships manager in Latin America, added: “Twitter is a network of interests that connects people with their passions, making room for brands to engage with consumers. Through the partnership, Fluminense is taking advantage of the quality content it produces in the platform to approach advertisers and create the possibility of obtaining a new source of revenue. This practice is a worldwide trend that is growing more and more on Twitter in Brazil.”

Fluminese are 11th in Campeonato Brasileiro Série A, and play their next fixture away to Santos on 14th August.