ABSTRACT
In the global competition to attract the attention of fans in the digital arena, FC Barcelona has established itself as the leading football club in terms of followers and engagement. Based on the power of a brand that distinguishes it as ‘More than a club’ and a style of play recognised for its focus on entertainment, FC Barcelona has had the strategic talent and creative capacity to establish attractive digital communication with its fans. In this essay, we intend to identify the communication style that has made FC Barcelona the digital leader. Therefore, we first analysed the content of the social networks, website and app of the club. To contrast and interpret these results, we interviewed the head of digital communication, the former CMO and other experts in the sports industry and social networks. The main conclusions drawn are these: there is a strategy that unifies all communication tactics, a commitment to mainly audiovisual entertainment content for the Z generation, turning first team players into the identity of the brand and the claim of women as protagonists of the story. These attributes also explain their success.
