Everton Football Club believe they have reached 400 million people in just 48 hours of James Rodriguez being at the club.
With 95.8m followers, James is the eighth biggest social media star of any sportsperson on the planet. The club has delivered a high-profile marketing. Their campaign befits one of the world’s most popular sporting icons, targeting physical locations in Merseyside, Miami, New York and the Colombian capital Bogota to celebrate James’ signing, complementing a ‘blue wave’ of media activation across digital and social media platforms.
The club made its mark on TImes Square earlier this week with a James Rodriguez billboard. The transfer of the Columbian is not only a great signing for the club, but also a marketing move.
For the day, the cost of a billboard sport in Times Square can start at US$5000 and go beyond US$50,000.
Everton have a loyal fanbase in the United States, while more than 10 per cent of the population is Hispanic and Latin American. With the signing of James, the club immediately expanded its following across social media to include some of James' fans. Hence, inter alia, the club have opened social media accounts in Spanish and Portuguese to engage with these new followers.
Read more on the global impact of James signing for Everton on the club's website.