Finance Corner: A Social Media Analysis of Women’s Serie A Clubs

IQUII Sport recently released their first report dedicated to the social media presence of the women’s clubs and players of the Italian Serie A Femminile.

Interestingly, the 12 teams have quite different approaches. For example, Napoli Femminile choose to devote themselves to all the main social platforms (Instagram, Facebook, Twitter, and Youtube) with their own dedicated accounts and have a good presence on each of them, especially on Facebook. Other teams like Juventus Women and Inter Women choose to focus only on some channels (mostly Twitter), using their male counterparts’ accounts on the others.

The absences of Sassuolo and Milan stand out as they do not have any account specifically dedicated to their women’s team at the time of the analysis.

On Instagram, we can note how Fiorentina Women are the club with the most followers, followed by Napoli Femminile and Hellas Verona Women. Surprisingly, only 7 teams out of 12 in the Serie A Femminile seem to have an active presence on Instagram – with Milan Women, Roma Women, and Juventus Women being notable absentees.

Similarly, on YouTube there only four clubs from Serie A Femminile who take advantage of the platform: These are Napoli Femminile, Florentia San Gimignano, Empoli Ladies, and Pink Bari. It’s really disappointing to see how most clubs don’t seem to understand the importance and potentiality of such social channel.

In the aggregate ranking, the team with the largest follower base is Juventus Women with 91k (out of a total of 318k for the whole Serie A Femminile) who are all coming from their activity on Twitter. Fiorentina Women and Napoli Femminile, who are active on multiple channels, hold the second and third placed with about 60k followers.

It’s important to highlight that, out of the 12 teams participating to the top-flight, 8 have a well-structured organization from an economic an financial point of view as they have an established men’s team counterpart. These are Juventus, Inter, Roma, Milan, Sassuolo, Fiorentina, Verona, and Empoli.

The additional four clubs are completely independent companies – meaning that they are not linked to any men’s team and have to make their way and bear the costs for participating to the women’s Serie A by themselves. These are Napoli Femminile, Florentia San Gimignano, Pink Bari, and San Marino Academy.

Among these, however, San Marino Academy shows an encouraging trend as they recorded a +10.49% increase month over month (September – October 2020) in their fan base, and a median figure of 2.3% which highlights a good potential for growth even from a commercial point of view.

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