How we helped Inter Miami's signing Messi transform a global fanbase
The Challenge
The impact was immediate. Within a day of the announcement of Messi's move to IMCF, ticket prices had soared by 1034%. But without understanding who these new fans were, outside of their passion for the world’s most popular footballer and eight-time Ballon d’Or winner Lionel Messi, IMCF would not be able to capitalise on the huge potential for rapid, game-changing growth.
The Solution
Fifty conducted a full social media audit to analyse trends, looking to answer how Inter Miami can enhance and optimise its offering following its ‘star power’ acquisitions. From there, we utilised our Fifty platform for deep audience analysis, and uncovered the audiences IMCF needed to target. This included the high-reward, low-risk Tribe of Super Fans who live and breathe football, to families drawn to the community aspect of the beautiful game. We segmented this huge audience by geo, breaking down the audience evolution of pre-Messi’s arrival to present day in key global markets, looking at Spain and Argentina, the UK and US.
The Results
This vital audience analysis provided the backbone of IMCF’s overarching strategy; from brand marketing deals and sponsorships and partnerships, to ticketing and event management, allowing them to funnel their marketing spend in areas guaranteed to see exponential ROI. This approach equipped IMCF’s with the ability to transform their audience understanding, strategy and targeting in order to engage fans around the world, grow revenue and expand their commercial brand partnerships.
