Beyond the pitch, Spain’s triumph in securing their second World Cup star has boosted the international profile of the Spanish national team, strengthening its presence and connection with supporters in recent months, ever since the official announcement of the World Cup squad.
ADVERTISEMENT
ADVERTISEMENT
This impact is also the result of the communication strategy developed by the Royal Spanish Football Federation (RFEF), which has brought the team’s day-to-day life closer to millions of followers throughout the World Cup. The national team’s social media accounts (@sefutbol) have gained 6.7 million new followers, a 31% increase in just two months.
The RFEF has strengthened its digital strategy through a model of constant communication based on exclusive content and a continuous presence on social media, showcasing the team’s more human side and strengthening its bond with fans.
During the World Cup, the RFEF adopted new formats tailored to platforms such as Instagram and TikTok, producing more dynamic and emotionally engaging content. Some posts gained significant international traction and even went viral, including the tributes to Chattanooga and images of New York awash in red ahead of the final.
Among the RFEF’s standout content during the World Cup were the podcast La estrella que nos une and the World Cup vlog series, which brought fans closer to the players’ stories, emotions and experiences.
In addition, post-match interviews and title celebrations racked up millions of views on social media, including more than 25 million plays on Instagram. Overall, RFEF content generated 2.7 billion views on Instagram and more than 93 million interactions.
A docuseries set to reach more than 200 countries
In December, the RFEF and Prime Video will release a four-part docuseries on the Spanish national team’s historic World Cup triumph. Featuring never-before-seen footage and exclusive interviews with the key protagonists, the series will reveal the story behind the team’s journey to a second World Cup star. It will be available in more than 200 countries.
In a post on X, Spain’s men’s national football team announced the project as follows: “The @rfef and @PrimeVideo will release a docuseries about the triumph at the #FIFAWorldCup. It will be available in December and will consist of four episodes.”
The revamp of the national team’s visual identity also strengthened its image during the World Cup, with high-performing posts such as Campeones del Mundo, which generated 316 million views, A la final with 137 million, and the image of the trophy lift with 81 million.
An unprecedented media and digital impact
The RFEF’s and the national team’s activity during the World Cup generated 11.5 million media mentions between 25 May and 21 July, with an estimated advertising value equivalent (AVE) of €643 million and 41.4 billion opportunities to view.
TikTok was the fastest-growing platform, gaining 3.5 million new followers and recording a 470% increase in views. Overall, the RFEF’s social media profiles reached a combined 34.3 million followers, strengthening their digital presence through new content formats and daily tournament coverage.
Throughout the World Cup, the RFEF also carried out an extensive media operation, arranging 215 one-to-one interviews, 245 flash interviews, 34 press conferences and dozens of player appearances in mixed zones. The operation enabled the federation to meet the reporting needs of more than 215 accredited journalists during the tournament’s final stages.
