Club América is the most successful club in Liga MX and one of the two most popular, along with rivals Club Deportiva Guadalajara, better known as Chivas. Their fandom extends well beyond the Mexico borders.
Every month, we track soccer viewership on U.S. television and América is consistently one of the most-watched soccer teams in the States. Over the last twelve months, they have been featured in the top 5 matches for a month on fifteen different occasions. Those games saw a total of 22.35 million viewers, which averages out to just under 1.5 million viewers per game.
On Memorial Day, Club América took a big step forward to engaging their English-speaking fans by launching an English language Twitter account and creating a Facebook group for fans in the United States. Needless to say, fans are excited and the account generated impressive social media metrics within the first twelve hours of launching:
In under 12 hours:
📈 Over 600k impressions on @clubamerica_en tweets
📽️ 500k views on launch video across all @clubamerica accounts
📊 Over 5M reach and nearly 10M impressions on #FlyWithUs per @keyholeco #LigaMXeng | #smsports pic.twitter.com/o9dQw3L1A9
— Ted Brooks (@thetedbrooks) May 29, 2018
Club América is not the first Liga MX team to maintain their own English account. Santos Laguna have managed an English Twitter account for many years now, while Tijuana-based Xolos, who have a growing following in the U.S. due to their close proximity to San Diego, also have an English Twitter account. Additionally, the Mexican National Team recently debuted their English handle earlier this year.
According to our 2017 Soccer Fan Census, 78% of Hispanic soccer fans in the U.S. speak both English and Spanish. Liga MX teams realize that multicultural, bilingual Spanish speakers are a growing segment of the U.S. population. We’re definitely keeping an eye on how Liga MX clubs continue to reach and engage with this growing segment of fans.