Sports and Social: Is Your Team a Social Champion?


Sports are a central part of the social experience throughout the world. Along with asking how the weather is, commiserating about the triumphs and woes of a local franchise is one of the major fixtures of small talk wherever you go. It makes sense that many popular sports franchises have major presences on social media.

Here are four sports franchises who excel at social media.

Los Angeles Dodgers

In 2013, the Los Angeles Dodgers led all of Major League baseball in social media growth on Facebook, Tumblr, and Instagram. The Dodgers launched an integrated marketing campaign in 2013 called “A Whole New Blue” which ran through both their traditional, digital, and social channels and encouraged fans to look at the team in a whole new way.

New Jersey Devils

In 2011, the New Jersey Devils handed control of their social media presence over to their fans with “Mission Control.” Mission Control was a room with computers set up with access to the Devils’ social accounts. Fans were allowed to tweet, post, and share AS the Devils. The campaign was a huge success and the Devils’ social presence increased drastically.

Boston Celtics

The Celtics are one of the most popular teams in the NBA. Their fans are some of the most knowledgeable, engaged fans in the league. Considering they already have a very high level of engagement, the Celtics use their massive social media presence in a way that less popular teams can’t: they use it to directly drive merchandise sales. Instead of discussing games and players, the Celtics post new jerseys, plush toys, and other products their fans may want to purchase.

New Orleans Saints

The New Orleans Saints have mastered the art of SnapChat marketing. The Saints use SnapChat to give their fans access to exclusive content including merchandise, and previews of new uniform designs.