Livescore
Soccer is the main reference for Spain’s brand in the United States. And more specifically, it’s Real Madrid, Barcelona and LaLiga, which come out very much empowered from a study carried out by LLYC for the Leading Brands Forum with the support of ICEX.
The study gathers the conclusions of an in-depth analysis focused on Twitter discussions, digital media, forums and blogs on the perception of Americans regarding Spain and its main brands. More than 83 million publications in Spanish and English from the United States were analyzed between August 2017 and August 2022.
According to this study, the sports sector is the most active in the social conversation about companies and also the most valued, with special interest in soccer. It is 50 percent above the next sector, the so-called ‘other brands’.
The three Spanish companies that are most mentioned in the conversation in the United States have to do with soccer: Real Madrid in the lead, followed by Barcelona and LaLiga. In addition, Atletico Madrid is fifth. Real Madrid, Barcelona and LaLiga together account for more than 11 million mentions (7.3 million for Real Madrid, 2.8 million for Barcelona and 1.8 million for LaLiga).
Real Madrid is also the brand most associated with Spain in the United States. In this case, LaLiga is in second place and Barcelona is third. In this ranking, Atletico appears in eighth position, behind Telefonica, Santander, BBVA and Iberdrola.
Rafa Nadal, Pau Gasol and Jon Rham
In the individual section, what the study lists as “ambassadors”, sports figures once again stand out.
Rafa Nadal and his participation in the Australian Open 2022, which he ended up winning, stand out in the conversation. His position in favor of vaccination against the coronavirus was also highly commented on. Pau Gasol on his departure from the Lakers and his retirement from basketball and golfer Jon Rahm are also up there.
In the ‘international relations’ section, LaLiga once again stands out as Spain’s main ambassador in the United States, mentioned mainly in relation to the Clasicos between Real Madrid and Barcelona.
As for the most-discussed sporting topics, Real Madrid‘s victories in the Champions League stand out. The triumph in 2022 occupies the first position, followed by the one in 2018, which also coincided days later with Zinedine Zidane‘s departure from the club.
Real Madrid‘s victory over Barcelona in the Spanish Super Cup in 2017, Real Madrid’s Champions League elimination and crisis in March 2019, the controversy over the creation of the European Super League in April 2021 and Lionel Messi‘s departure in August 2021, are other topics of interest in the United States.
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