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Twitter hosted an on-ground event at Al Naser FC, Mrsool Park, in Saudi Arabia to take marketers through the importance and influence of football conversations


Jun-07 16:22 first published at 16:22 PM

To date, there have been 53 million football-related Tweets.

Riyadh, Saudi Arabia: With football fever already underway in the MENA region and around the world ahead of this year’s FIFA World Cup Qatar 2022, Twitter hosted an on-ground event at Al Naser FC, Mrsool Park, in Saudi Arabia to take marketers through the importance and influence of football conversations. With 53M football-related Tweets recorded so far this year, the event, titled #WhereFootballLives, encouraged brands to take advantage of the trending topics and to capitalize on the large-scale football event that will be watched by millions of fans around the world. The debate centered on how companies may engage with cultural events that elicit excitement, ensuring that they are able to participate in the action as it unfolds.

Twitter collaborated with GWI to undertake on-the-ground research in 12 markets, including MENA, to better understand the overall sentiment surrounding the World Cup. Over 261 million people follow at least one significant football content contributor or speaker on Twitter, demonstrating the benefit of marketers engaging with football fans. Cultural relevance is shown to drive 23% of a consumer’s purchase decision, and 78 percent of World Cup fans on Twitter say they can find content on Twitter that isn’t available anywhere else, indicating that brands that connect with football and the World Cup on Twitter can reach a receptive audience.

“Football is definitely what’s happening, and it’s happening now on Twitter,” Antoine Caironi, Head of Revenue Twitter MENA, stated. The popularity of football is at an all-time high. In comparison to the previous 12 months, we’ve seen a 74 percent increase in average monthly football chats up through March of this year. Brands must start preparing early and be ambitious in order to stay ahead of the curve and ensure their marketing calendars leverage on this geographical opportunity to play a prominent part in the FiFA World Cup 2022 debates.”

Twitter encourages advertisers to use its services, such as Amplify Sponsorship, since sporting highlights appeal to 72 percent of Twitter users. Brands may use Pre-Roll Video to reach over 200 premium content partners, as well as take control of the conversation with Takeover Ads throughout the year.

“Twitter is where highlights surface first,” Caironi said. This isn’t just during the live event but months ahead during the build up to the first match, as well as the days and weeks after the tournament ends. As a result, the ability to pique the interest of football fans is limitless. Furthermore, we detect a strong overlap with other interests and behaviors. In particular, we’ve found football fans on Twitter are 78-82% more likely to engage with brands and other conversations such as tourism, wearable tech, auto, footwear and smartphones.”

The event was hosted by well-known Saudi sports commentator @1MshariGarni, and the Twitter team held an engaging panel fueled by insights with renowned guest speakers, including senior representatives from Saudia, Berain and Floward, who shared their experiences in connecting with audiences around sports and football.


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