The arrival of the former Manchester United star has allowed the franchise of Major League Soccer to significantly increase the visibility of its sponsors.
Wayne Rooney’s signature was clearly a good sporting operation for the Washington franchise. DC United was at the bottom of his rankings before his arrival and finally finished the 2018 regular season in 4th place in the Eastern Conference by winning 10 of his last 17 games. A resurgence of form that is directly associated with the performance of the English international ex: Wayne Rooney has performed well on the field and scored 12 goals in the league for his new team.
If, on the ground, the arrival of Rooney paid off; commercially, DC United also benefited from the signing of former Red Devil. Indeed, the presence of the player in the workforce has allowed the main sponsors of the club to increase their “media value” on social networks throughout the multi-million dollar season!
Two important events related to the player have resulted in an unprecedented level of engagement for the club. The only formalization of the arrival of the player has generated more than 3.7 million interactions on social platforms. And the video of a Wayne Rooney ball recovery, crossing the field to deliver a decisive pass and a goal has generated, for it, more … 11.4 million interactions!
Here is the specific highlight!
Club jersey sponsor, Leidos recorded during this 2018 season a “media value” on social networks for $ 4.5 million thanks to its partnership with DC United according to the calculations of GumGum agency. An exponentially increasing amount compared to last year, where the media value recorded was only $ 130,000!
“Wayne Rooney is not just a name. His influence on the game was important. His good performance on the field has contributed to the visibility recorded by DC United on social networks. Thanks to his fame and his social presence, Wayne Rooney’s every achievement is a positive reflection on the influence and reputation of DC United, ” commented Jeff Katz, Vice President of GumGum.
The past few years, the power of the signature of a star of football was judged from the number of jerseys elapsed a few months after his arrival. From now on, the reach of communication on social networks constitutes a new measurement indicator. The times are changing and as marketers, we need to adapt fast so as to be able to offer more quality and personalised content. It should not forget that social media and digital marketing are not to separate entities but they are working as one to achieve and contribute in short-term and long-term goals.