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Daniel Maderer, Petros Parganas and Christos Anagnostopoulos

Social-media platforms have become an important tool for sport marketers to communicate their brand image and engage with fans. This study analyzed 1,115 Facebook posts and 16,308 tweets from 10 of the most valuable European professional football clubs to identify the range of brand associations communicated and the level of online fan engagement. Statistical analysis captured correlations between and among selected brand attributes, time periods of posts (in and off-season), and levels of fan engagement. On both Facebook and Twitter, football clubs posted more frequently during the season, while content associated with product-related attributes was the focus of such communication. Product-related content was found to generate higher levels of online fan engagement. The study extends the literature on sport teams’ brand management through social media and offers practical recommendations on how to enhance fan identification and engagement and ultimately make financial and reputational gains.