Adidas and Manchester United's new kit launch has generated over $2.3
million in social mediavalue in the first three days of its release,
according to figures released by Repucom.
This would represent the fastest value generating football kit launch campaign ever for Adidas
The campaign, launched on 1st August 2015, sees Adidas take over from
previous kit supplier, Nike, in a $1.2bn (£750m) deal spanning the next
10 years.
The 2015/16 season kit launch using Adidas Football’s #BeTheDifference
hashtag has almost delivered the same amount of value in those three
days as Real Madrid’s campaign has achieved since launching in June, so
far producing over $2.6m in social media value for the brand. The rate
at which Manchester United has driven such value back to their new kit
supplier is based largely on two factors, club activation and how
engaged its social media fan base is.
The club has produced 38
posts relating directly to the kit launch, across Facebook, Twitter and
Instagram, more than any other Adidas club since June, including AC
Milan (16), Bayern Munich (36), Chelsea (36) and Real Madrid (28).
United’s digital enthusiasm around its renewed partnership with Adidas
is matched by a social media fan base which despite being just over half
that of Real Madrid’s, (76 million compared to 123 million) – the value
generated through fan engagement is set to overtake Adidas’ other
clubs.
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