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FIBA Women's AmeriCup 2021 delivered a digital revolution
SAN JUAN (Puerto Rico) – The FIBA Women's AmeriCup 2021 proved to be a digital success both on and off the court, with a historical audience surge on Instagram, Twitter and Facebook. The tournament took place from 11 to 19 of June in San Juan, Puerto Rico where USA battled Puerto Rico in the finals to claim the trophy.
Enabling women in basketball is a key strategic priority for FIBA. With that in mind, FIBA's Regional Office in the Americas intentionally designed the operating teams responsible for the execution of this event to be composed for the most part by women. Paving the way that both photographers, both reporters, the social media producer, and both remote event writers were women.
With over 440,000 video views, which is a number significantly larger than the average views on FIBA's continental cups in the Americas and an exponential account growth of more than 10,000 new followers throughout the event. This growth in followers represented a 600% increase from tip-off till the last day of the event. The content created was curated to give fans access to the players in a more intimate way and a platform for the players to take pride in the competition.
Colombia, United States, Dominican Republic, Argentina, Puerto Rico, and Brazil were the winners in the digital space helping FIBA's Women’s AmeriCup accounts to deliver over 115,000 post interactions and a reach above 850,000 accounts.
With 3.5 million impressions on Twitter and over 3,000 mentions, the Women's AmeriCup showed levels of engagement from NCAA colleges never seen in the past to past and former players as well. Many universities in the USA shared the content that was created in support of their student-athletes participating in the competition. The most overperforming video, with over 45,000 views, was the dance-off that broke out at half-court as the lights went out with 1:59 left in the game. The tweet itself has amassed over 90,000 impressions to date.
Not far behind was Facebook with a 120% growth on audience since the page went public in March of 2021. The community engaged with the competition updates and strategic content on the world’s most visited medium.