UEFA has announced that the 2019 Champions League final gained over 1bn social media interactions, up 110% from the 2018 edition.
The governing body says that, according to “available and comparable” data, the UEFA Champions League final was the biggest sporting event of 2019 so far, outperforming other events by more than 30% and raking in 177m impressions on the UEFA Champions League’s Instagram Stories alone.
The 1.09bn social media figure refers to engagements - that UEFA has defined as likes, shares and comments - and video views across the UEFA's social accounts, as well as those from the participating teams players and media organisations around the world. However, the governing body says that 486m of those engagements came from the UEFA accounts alone, with the remaining 604m coming from a combination of all the other sources. The rest of the competition - from group stage to semi-finals - drew 6.5bn interactions throughout the year.
Guy-Laurent Epstein, Marketing Director, UEFA, said: "For years, the UEFA Champions League final has been the biggest one-day sporting event in terms of the media coverage it gets, and the results from the Madrid final corroborate that this is also true on social media.”
UEFA also says that the Champions League final opening ceremony, presented by Pepsi, saw 88m video views and 381m impressions on Facebook and Instagram.
"At UEFA, we actively invest in developing content that ignites interactions and conversations among our fans, the participating clubs, media and our commercial partners. Despite the UEFA Champions League being positioned at the forefront of media and fan engagement, we will continue devoting ourselves to broadening the reach and delivering great content to our fans."