Impact of the Conquest of America on the Engagement of a Brazilian Football Club on Instagram

Alessandra da Costa Pinto; Flávio Henrique Mendes

DOI: 10.22167/2675-6528-202602630

Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Summary

Football holds significant social and cultural relevance in Brazil, serving as an important field for sports marketing, especially with the advancement of digital platforms. This study analyzed the engagement of a Brazilian football club on Instagram in 2019, considering the impact of winning the Copa Libertadores. The research was characterized as documentary, with qualitative and quantitative approaches, using public data collected from the club’s official Instagram profile. 60 publications, standardized selected throughout the months, were analyzed, and engagement was measured by the sum of likes and comments. Secondary data were used to analyze the growth of the follower base. The results indicated significant variations in engagement, notably in February, which showed an approximate 120% increase, and November, which recorded the highest engagement level of the period, with averages exceeding 700,000 interactions. The follower base increased by approximately 120% over the year. It was observed that sporting performance and narrative construction throughout the season contributed to the increase in public interaction. It was concluded that on-field success in the continental conquest, combined with digital communication strategies, enhanced engagement and reinforced the role of sports marketing in consolidating the relationship between clubs and fans. The findings contribute to sports marketing studies by relating performance, narratives, and digital engagement, and support managers in using storytelling and engagement in communication planning.

Keywords: Relationship marketing; Sports marketing; Social networks; Storytelling; Fan base.

1. Introduction

Football, introduced in Brazil at the end of the 19th century by Charles William Miller, transcended its sporting nature to become consolidated as a social and cultural phenomenon of great relevance. It reflects political, economic, cultural, and social aspects of Brazilian society, functioning as a “mirror of the world” that highlights its contradictions (Guterman, 2009; Galeano, 2015). The popularization of football is intrinsically linked to the development of the entertainment industry, transforming it into a mass consumption product (Shikida, 2006). In Brazil, the sport consolidated in urban centers such as Rio de Janeiro, with the formation of clubs and competitions at the beginning of the 20th century, establishing the country as a world power in the sport, not only for its results but for its cultural and symbolic importance (Vaqueiro, 2004; Rodrigues, 2001).

In parallel with this evolution, sports marketing emerged as a strategic field, defined as the set of actions aimed at promoting sports, whether through goods or services, with the intention of generating value, engagement, and relationship with the public (Moraes and Curth, 2025). This sector has played a crucial role in the development of the sports industry, contributing to its economic growth and professionalization. Furthermore, it strengthens brands and deepens the relationship between clubs and fans (Pitts and Stotlar, 2000; Schwarz et al., 2018; Rocco Júnior et al., 2021). In Brazil, sports marketing has undergone gradual evolution, gaining greater structure from the 1980s and 1990s onwards, driven by the professionalization of clubs and the expansion of communication and relationship strategies (Rocco Júnior, 2012).

With the advancement of digital technologies, the online environment has become central to clubs’ strategies, enhancing engagement and expanding their market presence. Social media, in particular, has assumed a fundamental role in sports, allowing for greater audience participation, strengthening relationships, and facilitating real-time communication between clubs and fans (Luz et al., 2025). In this scenario, the fan has transformed from a mere spectator into an active agent, interacting and influencing the visibility of sports institutions (Siqueira, 2014). Interaction on social media can influence consumption decisions and serves as a symbolic space to express loyalty, respond to narratives, and build brand value (Chen et al., 2025; Ozturkcan et al., 2019; Tassawa, 2019).

A communication strategy that stands out in this context is storytelling, which consists of building narratives. According to Xavier (2015), this approach organizes events in an articulated way, assigning meaning to them to arouse the public’s interest and facilitate message comprehension. The Instagram platform, created in 2010 for photo sharing, has expanded globally, reaching about one billion monthly users in 2023 and consolidating itself as one of the most popular social media in Latin America (Slotta, D.). Brazil, in fact, is one of the countries with the highest adoption of these social media (Igarza, 2010). In sports, the strategic use of social media goes beyond publicizing results, shaping how the public consumes and interacts with sports, with studies indicating that a significant portion of global fans consumes sports events and interacts simultaneously via digital platforms (Kuster-Boluda et al., 2024; Toffoletti et al., 2021; Leaver et al., 2020).

In this dynamic digital environment, competitions of great relevance enhance engagement. The Copa Libertadores da América, the main club football tournament in South America since 1960, is considered the most prestigious showcase in the region (Vital, 2014). In 2019, Clube de Regatas do Flamengo starred in a historic moment by winning the Copa Libertadores after 38 years, generating widespread repercussions in both the sports and digital arenas (Conmebol, 2019). During this period, the club implemented social media communication strategies that amplified fan engagement, transforming sporting performance into a phenomenon of online interaction. An expressive growth was observed in the follower base and interactions on the club’s digital platforms, evidencing the strong relationship between sporting achievements and digital engagement (Ibope Repucom, 2019a; Ibope Repucom, 2020m).

Despite the growing importance of sports marketing and digital engagement, there is still a need to more deeply understand how high-impact sporting events, such as winning a continental title, influence audience behavior on specific platforms like Instagram. The gap lies in the detailed analysis of this relationship, which goes beyond on-field performance, encompassing narrative construction and the emotional response of fans. This study is justified by its contribution to sports marketing literature, by relating sports performance, communication strategies, and digital engagement, and by offering support to managers for communication planning and the use of storytelling. Given the above, the present study aimed to analyze Flamengo’s engagement on Instagram during the conquest of the Copa Libertadores da América in 2019, to understand how sports performance influenced audience behavior on social media.

2. Material and Methods

This research was characterized as a study of an applied nature, employing a mixed methodological approach that combined qualitative and quantitative elements. This duality allowed for a comprehensive understanding of the investigated phenomenon, by integrating the depth of content analysis with the measurement of numerical data. The applied nature of the study aimed to generate useful knowledge for the field of sports marketing and digital communication management.

Regarding the procedures, the research was documentary in nature, based on the analysis of public data available on digital platforms. According to Gil (1999), documentary research uses materials that have not yet undergone analytical treatment or that can be re-examined to meet the specific objectives of the study. This approach was considered adequate for the purpose of investigating social media engagement, using existing and accessible information.

The empirical object of the research was the official profile of Clube de Regatas do Flamengo on the Instagram platform. The choice of Instagram was justified by its prominence in the contemporary digital scene and its relevance as a communication and interaction channel for sports clubs. The platform, created in 2010, has consolidated globally as a central space for the circulation of visual content and user interaction (Leaver et al., 2020; Slotta, D.).

The data were collected covering the period from January to December 2019, the year in which Clube de Regatas do Flamengo won the Copa Libertadores da América. This temporal scope was defined to allow the analysis of the club’s engagement before, during, and after the conquest of the continental title, seeking to identify possible variations in audience behavior in response to high-impact sporting events.

For the construction of the sample, 60 publications were selected from Flamengo’s official profile on Instagram, with five publications per month throughout the year 2019. The definition of a fixed quantity of monthly publications aimed to enable consistent analysis and maintain a balanced sample between different months, facilitating the comparison of the season’s periods.

The selection of publications was intentional, prioritizing content that was representative of the sporting and communicational context of each period. Various types of posts were included, such as those related to games, institutional campaigns, interactions with fans, and publications that highlighted the construction of narratives throughout the season, ensuring the diversity of communication adopted by the club.

The data collection instruments consisted of extracting public information directly from the club’s Instagram profile. The main engagement indicator used was the sum of likes and comments received on each publication. These data were recorded and organized for subsequent quantitative and qualitative analysis.

For the quantitative analysis, publication engagement was measured by summing likes and comments. Based on this information, monthly engagement averages were calculated, allowing for the comparison of audience interaction levels across different periods of the year. This approach identified trends and variations in digital audience behavior.

Complementarily, the analysis of the club’s follower base growth over the months of 2019 was carried out. For this stage, secondary data from public reports by Ibope Repucom (2026), a company specializing in sports marketing studies, were used. This analysis provided a broader overview of the evolution of the club’s digital presence.

In addition to the quantitative approach, a qualitative analysis of the content of the selected publications was employed. Aspects such as the type of post, the language used, the presence of narratives, and the sporting context in which each publication was inserted were considered. According to Gil (2019), qualitative analysis allows for a deep understanding of the phenomena studied.

The combination of qualitative and quantitative approaches allowed for the identification of behavioral patterns in the digital environment and an understanding of the influence of sporting performance on audience engagement on Instagram. The research thus sought to describe how the conquest of the Copa Libertadores da América in 2019 related to fan interaction on the platform.

3. Results and Discussion

The evolution of club engagement on Instagram throughout 2019 revealed distinct patterns, directly influenced by the sporting context and the digital communication strategies adopted. The analysis, based on 60 carefully selected publications, allowed for the measurement of the monthly average of interactions (likes and comments) and the observation of follower base growth. This detailed approach made it possible to identify how events on the field and narrative construction translated into online engagement, reinforcing the importance of sports marketing in audience interaction. The results were organized into three phases: pre-Libertadores, during the competition, and post-conquest, for a deeper understanding of the observed dynamics.

Initially, the January and February period, known as pre-Libertadores, showed variations in engagement. January registered the lowest level of interactions of the year, with an average of approximately 178,000. This scenario is understandable, given the pre-season context, where major sporting competitions had not yet begun. Publications in this month tended to be more neutral, with simple captions and less emotional appeal, reflecting the team’s initial preparation phase. However, the strategic use of hashtags, such as “#TerçaTripla”, was already observed, indicating an attempt to start building narratives and generating anticipation, especially with the arrival of important players like Gabigol, Arrascaeta, and Bruno Henrique, who would become central to the season.

February, in turn, stood out for an atypical and significant increase in engagement, reaching an average of 394,000 interactions, which represented a growth of about 120% compared to January. This peak was driven by an external event of great emotional impact: the fire at Ninho do Urubu. The club’s publications during this period took on a more sensitive character, with tributes to the victims and moments of prayer, promoting strong identification and solidarity with the public. Such behavior demonstrates how emotional factors and social commotion can transcend sporting performance and generate massive engagement, highlighting the capacity of digital communication to mobilize the fanbase in times of crisis.

The “during the competition” phase, which extended from March to November, marked the club’s debut in the Copa Libertadores da América. In March, engagement returned to near-average levels, with approximately 191,000 interactions. This month was characterized by a shift in publication format, with increased use of images over videos, and changes in visual identity, signaling an adaptation of the communication strategy. The club intensified the use of hashtags to create a continuous narrative, connecting with the audience and initiating a more structured digital storytelling process, paving the way for the challenges and achievements that would come throughout the season.

April showed growth in engagement, reaching an average of approximately 289,000 interactions. This increase was driven by the conquest of the Campeonato Carioca and by significant results in the Copa Libertadores, such as the 6-1 victory over San José. The consolidation of key players like Gabigol, Bruno Henrique, and Arrascaeta contributed to the formation of a collective narrative around the team’s performance, strengthening the team’s identity and public interest on social media. Furthermore, the club reached the mark of 4 million followers on Instagram, a clear indication of the expansion of its digital base and the growing reach of its communication.

In May, engagement remained stable, with an average of about 285,000 interactions. During this period, the club was simultaneously participating in several competitions, including the Brazilian Championship, the Copa do Brasil, and the Copa Libertadores. The use of pop culture references in publications was observed, such as montages inspired by superheroes, which brought the communication closer to the fans’ universe and expanded the engagement potential. These creative and shareable content strategies demonstrate the pursuit of innovation in digital communication, aiming to maintain audience attention and interaction in an intense and diverse sports calendar.

June registered a significant drop in engagement, with an average of approximately 183,000 interactions, representing a reduction of about 36% compared to the previous month. This decline can be attributed to sporting factors and the club’s internal context. The team faced instabilities in some matches, generating diverse reactions from the fans. In parallel, there were changes in the technical commission, with the departure of coach Abel Braga and the arrival of Jorge Jesus. Although it was a period of lower engagement, this moment marked the beginning of a new phase in the club’s trajectory, which would culminate in expressive results in the following months, evidencing the resilience and adaptability of sports and communication management.

July represented a turning point in the season, with engagement growing to approximately 338,000 interactions, an increase of about 85% compared to June. This growth indicated a significant resumption of public interest on social media, even in an unstable and emotionally charged sports context, which included a defeat in the first leg of the Copa Libertadores round of 16. The club began to incorporate this atmosphere into its publications, using emotional and symbolic elements that contributed to building a narrative of overcoming challenges and unity between the team and fans. The “Jogaremos Juntos” mosaic action reinforced the fan’s participation in the narrative and expanded social media engagement, consolidating the idea that the fans are an integral part of the team’s success.

In August, the club demonstrated greater consistency in its sporting performance, which was reflected on social media with an average of approximately 295,000 interactions and stable engagement levels. Qualification for the Copa Libertadores semi-finals and the 3-0 victory over Ceará, which secured the lead in the Brazilian Championship, were important milestones. This period reinforced the consolidation of coach Jorge Jesus’s work and strengthened public interest in the club’s publications. The stability in engagement, even without major peaks, suggests that communication was aligned with the team’s good moment, keeping fans engaged and informed about the progress in competitions.

September maintained stable engagement, with an average of approximately 271 thousand interactions, indicating the continuity of the team’s good sporting performance in the Brazilian Championship. The strengthening of coach Jorge Jesus’s work was observed, as he expanded his connection with the fans, reflecting in the public’s interest and interaction on social media. The club’s communication remained aligned with the moment experienced by the team, reinforcing the bond with supporters. The use of creative content and cultural references was also highlighted, such as the “Gabicaeta” montage, inspired by pop culture, which contributed to expanding reach and strengthening social media interaction, demonstrating the versatility of digital marketing strategies.

October marked the beginning of the decisive phase of the season, with changes in audience behavior and greater stability. Flamengo achieved a crucial victory in the Copa Libertadores semifinals, securing qualification for the final, and maintained a high performance in the Brazilian Championship. Quantitatively, the number of followers, which had been growing between 160,000 and 230,000 new monthly users (rates of 4% to 5%), saw a significant increase of approximately 473,000 followers in October, representing a growth of about 9.1%. This movement was accompanied by an increase of about 45% in engagement compared to September, evidencing that the team’s advancement in the decisive phases boosted visibility and public interest.

November presented the highest engagement level of the entire analyzed period, with an approximate average of 729 thousand interactions, evidencing the impact of winning the Copa Libertadores da América. After 38 years, the club returned to the final amidst great fan mobilization. The narrative on social media intensified, with publications amplifying the expectation for the decision, such as the image of Christ the Redeemer wearing the club’s jersey, which surpassed one million likes. The comeback in the final minutes of the match intensified the emotional character, consolidating figures like Gabigol and Jorge Jesus. Besides the Libertadores, the club secured the Campeonato Brasileiro title the following day, further expanding the repercussion. Engagement increased approximately 86% compared to October, and the number of followers grew by over one million new users, a variation of approximately 21%, reinforcing the relationship between sporting performance, emotion, and digital engagement. The continuity of the narrative, from “#JogaremosJuntos” to “#VencemosJuntos”, illustrates the construction of a continuous story throughout the season.

The month of December, which represented the post-conquest period of the Copa Libertadores, highlighted the developments of the title on public behavior. A reduction in engagement was observed compared to the November peak, with an average of approximately 589,000 interactions. However, this value remained higher than in other months of the year, representing the second-highest level of engagement in the analyzed period. This indicates the maintenance of the club’s visibility even after the moment of greatest impact. In the sporting context, Flamengo ended its participation in the Brazilian Championship as champion and competed in the Club World Cup, reaching the final. This period was marked by the continuity of narrative building on social media, with publications reinforcing the expectation around the World Cup decision, a competition the club had not participated in since 1981, followed by content thanking the fans and valuing the season, summarizing the season as “extraordinary” and reinforcing the emotional connection with the public.

In summary, the results demonstrated that Flamengo’s engagement on Instagram in 2019 was highly dynamic, directly reflecting sporting performance and digital communication strategies. The engagement peaks in February, due to the fire at Ninho do Urubu, and in November, with the conquest of the Copa Libertadores, highlight the strong influence of emotional factors and major sporting events. There was significant growth in both engagement, which increased by approximately 230% from January to December, and in the follower base, which grew by approximately 120% in the same period. The construction of continuous narratives, such as the “Jogaremos Juntos” (We Will Play Together) and “Vencemos Juntos” (We Will Win Together) campaigns, was crucial for strengthening the emotional bond with the fans, showing that sports marketing, by integrating on-field performance and strategic communication, enhances the relationship between the club and its supporters in the digital environment.

4. Conclusion

This research analyzed the engagement of a Brazilian football club on Instagram during 2019, seeking to understand how sporting performance influenced audience behavior on social media, especially in the context of winning the Copa Libertadores da América. It was found that Instagram engagement showed dynamic behavior, with significant variations throughout the period. An atypical peak was observed in February, driven by a social tragedy, the fire at Ninho do Urubu, which generated a growth of approximately 120% in interactions. The highest level of engagement was recorded in November, with averages exceeding 700,000 interactions, directly associated with winning the Copa Libertadores and the Brazilian Championship. Throughout the year, overall engagement increased by about 230%, and the follower base expanded by approximately 120%, growing from 3.3 million to 7.2 million users. It was identified that sporting performance and the construction of continuous narratives, such as the campaigns “#JogaremosJuntos” (We Will Play Together) and “#VencemosJuntos” (We Won Together), were crucial for strengthening the emotional bond and interaction with the fans in the digital environment.

The findings of this study contribute to the sports marketing literature by evidencing the relationship between on-field performance, digital communication strategies, and audience engagement, in addition to supporting managers in communication planning and the use of storytelling to enhance the connection between clubs and fans. However, the research has the limitation of having used a specific sample of publications, which may generate occasional variations in the results. It is suggested that future studies expand the sample of publications or explore other digital platforms, in order to deepen the understanding of engagement behavior in the sports context. It is concluded that winning the Copa Libertadores da América in 2019 exerted a significant influence on digital engagement, reinforcing the role of social media as an important relationship channel and a strategic space for the development of sports marketing.

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Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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