How are Portugal football clubs exploiting sponsored content on Instagram?-as Paulo Futre1said,“charters will come” ... but onlyfor smaller clubs -

Abstract

Under Nielsen Sports guidance, this study aims to provide an overview of the top division Portuguese football clubs' usage of their Instagram accounts, with a particular interest in sponsored content. Overall, this study concludes that, al though clubs are taking advantage of sponsorship content, it must be improved in both volume and content-type. Furthermore, this paper also highlights the impact foreign players, namely from Asian markets with a high interest in football, can have on smaller clubs’ visibility, and provides individual recommendations for each studied club to improve their Instagram activity and maximize social media sponsorship opportunities.