The most important thing is to believe you can win it.
Content that feeds US fans’ passion for European football.
With the newly-acquired rights to European ‘soccer’ matches and a new B/R Football brand with around three million followers, Bleacher needed help to connect with and grow the US burgeoning football audience.
Connecting with US fans isn’t just about the sport, but the stories behind the sport.
I live my life for them.
I wake up thinking about them. I go to sleep thinking about them.
When I was a child, I only thought about football.
We made a strategic decision to create content about America’s super fans. Offbeat stories of people like Real Madrid obsessive Maria, and the LFC supporters who write terrace anthems for the club.
Going back to the roots of the sport saw us harness that passion to overcome preconceptions, and draw in new fans.
And for US fans already out there, we supported the content with a series of candid ‘real talk’ interviews with global stars like Neymar and Pep Guardiola.
Though the films of Neymar and Pep Guardiola gained plenty of traction (400k+ views), as you might expect, the real stars were the fan videos, with nearly four times the views: Maria’s obsessive travels gaining 1.5m+ views, and 1.8m+ Liverpool’s terrace anthems.
When I look in the mirror and see this eye, that scar made me the man I am today.
I wanted to give my last moment to the people so that they could save themselves.