Fan loyalty in the United States



Pieces continue to be arranged for a better interaction between Club America and its fans in the United States. There are times favorable to the approach, new and traditional, which currently have different communication strategies for Spanish and English speaking fans. A new moment is the occasion that will represent the edition of the League Cup in which all the Liga MX teams play official matches in the United States, and a traditional moment is the constant reaction of fans in the United States like the National Classic …

The America-Chivas 2021 edition has left more witnesses to the resonance that follows the Eagles for miles. Club America’s digital manager Arturo Miguel Peralta told El Economista that the club’s social media (outside of Mexico) on El Clasico night had chat traffic, mostly from Los Angeles, Houston and New York.

“We have around 20 million subscribers on the network (FB, Twitter and Instagram) and over two million subscribers in the United States, it’s 10%, but we obviously want to develop that and have a strategy with branded content. and also in the games that are played in the United States ”.

Mexico and the United States are two markets that add a strength of 36 million fans to the club, six million of whom live in the United States, as Karina Montalbán, the club’s marketing director, told this newspaper at the start. of year, When opened eMshop as a means of covering a binational merchandising offer. The online store has stepped up its launch due to the pandemic, but now with the return of supporters to the stadium and new doors of interaction with supporters ahead of the League Cup opening, the club is stepping up communication for its two spectators.

“Digital is the only form of contact fans in the United States have before games. The League Cup will be added to the 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 already played the most in the United States. From now on, the matches will have an official character, giving the fan more hope that the result counts for some “, mentions the person in charge of the digital of the club.

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