European Football Clubs on Twitter in Japan 22 Clubs Data Analysis Ranking January 2020 www.ganassa.jp European Football Clubs on Twitter in Japan 2020 2019, a Review Twitter is one of the most popular social media in Japan, Our findings confirmed most of what we have Twitter feed and interactions with Japanese fans at and surely the go-to platform for those who want to experienced since we have started to manage football- several levels. discover information about and discuss football. related Twitter accounts four years ago. They are one of several European clubs that understand According to a GlobalWebIndex-Hootsuite/WeAreSocial To begin with, there are two factors that are beyond the the need to cultivate the Japanese audience. It is a survey published in January 2019, Twitter is visited by power of those managing Twitter accounts: the presence practice that requires consistency and patience, and is 49% of Japanese Internet users, meaning nearly 40 and quality of the performance of Japanese players, and implemented by others as well, including for example million people. the results of the club. runner-ups Real Madrid, or Juventus, Marseille, Schalke 04, SD Eibar, and more. It is an ideal media for the Japanese: portable device- Be that as it may, there are editorial practices that can friendly, easy to use, and guaranteeing a high level of result in a better performance: localization of graphics privacy. and video clips, fans engagement, and the overall creativity and quality of the feed.

With top clubs such as AS Roma, Liverpool FC, and hopefully others joining Twitter in Japan, the presence of Among the countless feeds dedicated to football, by the European clubs accounts will be even more engaging in end of 2019 we counted 28 European clubs running 2020, supporting the growth of football fans in the Far accounts in Japanese, a number that can be rounded up East, and offering new opportunities for cooperation and to 30, if we include the two feeds managed by LaLiga monetization in Japan. and . The data contained in this report gives a clear idea of the

variances some accounts experience depending on the The scope of this research, the first ever on this topic, is arrival or the departure of a Japanese player. However, to examine 22 European clubs’ approach to their our yearly winners showed how, despite Japanese audience through Twitter. Our final goal is to losing both of their Japanese players in 2019, it was Cesare Polenghi begin defining what are the elements that determine possible to use the opportunity of their presence for one MD at Ganassa LLC, Tokyo. success among Japanese football fans. season to create a link with Japan, fostered by a vibrant European Football Clubs on Twitter in Japan 2020 The Relevance of Twitter in Japan

TWITTER Yearly Ranking

European Football Clubs on Twitter in Japan, 2020 European Football Clubs on Twitter in Japan 2020 About the Ranking This is the first survey on European UD Almeria as well was excluded as the 4. Content evaluation, provided by Football Club's activities on Twitter in majority of the followers are not Japanese freelance journalist Japan. Japanese. Finally, AS Roma and Wataru Funaki (@watarufunaki). Liverpool's opened in late November and Sample data were gathered over a December, respectively and did not All data updated through December 2, period of fifteen days between November make the cut for this survey. 2019. 18 and December 2, 2019. The period Disclaimer: the information contained included one midweek round of UEFA There were four criteria used to rank the herein is of a general nature and is not Champions League and Europa League. 22 clubs and their activity on Twitter in intended to address the circumstances Japan: of any particular individual or entity. Followers' numbers, both for total and Although we strive to provide accurate for calculations on engagement were 1. Number of followers, (absolute total and timely information, there can be no recorded on December 1, 2019. in Japan, and percentage of guarantee that such information is Japanese followers vs. native accurate as of the date it is received or The survey covers 22 European football language account’s followers) that it will continue to be accurate in the clubs that have active official Twitter 2. Localization, mostly the number of future. accounts in Japanese. Zaragoza, Cadiz graphics and videos that are and Elche were not considered, as on translated into Japanese, plus links No one should act on such information December 1st they had less than 1,000 to a Japanese website for extended without appropriate professional advice followers. content. after a thorough examination of the 3. Engagement, the average number particular situation. of comments, retweets and likes that show user's participation European Football Clubs on Twitter in Japan 2020 Criteria’s Details Followers Localization Less than 5,000 followers = 1 point Less than 0,5 localized graphic/wk = 0 points 5000-9,999 followers = 2 points 0,5-1,99 localized graphics/wk = 1 point 10,000-49,999 followers = 3 points 2-2,99 localized graphics/wk = 2 point 50,000-99,999 followers = 4 points 3 or more localized graphics/wk = 3 points 100,000 or more followers = 5 points 1 to 8 0 to 7 Less than 0,5 subtitled video/wk = 0 points points 0-0.49% of native followers = 0 points points 0,5-1,9 subtitled videos/wk = 1 point 0.5-0.99% of native followers = 1 point 2-2,9 subtitled videos/wk = 2 points 1-4.99% of native followers = 2 points 3 or more subtitled videos/wk = 3 points 5% or more of native followers = 3 points__ Links to the official website in Japanese = 1 point Maximum achievable points: Engagement 25 Content Value Calculated with the formula: Evaluated and ranked from 1-5 by ((Comments+Retweets+Like)/Followers)/ Wataru Funaki, a Portugal-based Average number of daily tweets over 15 Japanese free-lance Twitter expert who days x 100 writes mostly for footballchannel.jp Below 0.10 = 1 point Poor language/information feed = 1 point 1 to 5 0.10 to 0.19 = 2 points 1 to 5 Average feed = 2 points points 0.20 to 0.49 = 3 points points Good quality feed = 3 points 0.50 to 0.99 = 4 points Excellent quality feed = 4 points More than 1.00 = 5 points Top quality feed = 5 points European Football Clubs on Twitter in Japan 2020 Followers

Between Between Between 400,000 100,000 50,000 10,000 5,000 Less than or more and 99,999 and 49,999 and 9,999 5,000 Followers Followers Followers Followers Followers

5Points 4Points 3Points 2Points 1Point 300,000

200,000

100,000 PSG Eibar Zenit STVV Sevilla Huesca Bremen Chelsea Salzburg Juventus Marseille Frankfurt Man. Man. City Barcelona Real Betis Real Groningen Düsseldorf Schalke 04 Schalke 1. Mainz 05 Real Madrid Real Man. Man. United Inter Milano European Football Clubs on Twitter in Japan 2020 Yearly Trends I - El Clasico on Twitter in Japan Real Madrid Barcelona Followers 400,000 joins Real Madrid

360,000 Takefusa Kubo News of a Takefusa Kubo is loaned out to transfer to Real Madrid RCD Mallorca begin to spread in Japan 320,000

Hiroki Abe joins Barcelona B

280,000

Barcelona play two games in Tokyo and 240,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec European Football Clubs on Twitter in Japan 2020 Yearly Trends II - The Race to 100,000 Man City Man Utd Schalke Juventus Chelsea Followers 75,000

Schalke have been leaking followers since 70,000 left in August 2017

65,000 Man City play a match in Man City announces 60,000 Japan summer tour

Man City completes 55,000 ’s acquisition Chelsea play two games in 50,000 Tokyo and Kobe

45,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec European Football Clubs on Twitter in Japan 2020 Yearly Trends III - Clubs with Japanese Players Marseille Frankfurt STVV Groningnen Bremen RB Salzburg Eibar Dusseldorf Huesca Followers 15,000 Summer transfers determine changes in most clubs trading Japanese players

12,500

10,000

7,500

5,000

2,500

0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec European Football Clubs on Twitter in Japan 2020 Yearly Trends IV - Clubs that lost Japanese Players Real Betis Groningnen Dusseldorf Followers 10,000 is loaned to Takashi Inui Deportivo Alaves moves to SD Eibar

8,000

Takashi Inui temporarily returns Ritsu Doan 6,000 to Real Betis moves to PSV

Takashi Usami returns to 4,000 Augsburg

2,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec European Football Clubs on Twitter in Japan 2020 Japanese vs Domestic Followers Ranking Club Percentage Ranking Club Percentage Ranking Club Percentage

1st STTV 72.44% 9th Fortuna Düsseldorf 1.51% 17th Chelsea 0.41%

2nd 1. FSV Mainz 05 15.05% 10th Barcelona 1.37% 17th Marseille 0.41%

3rd Salzburg 11.10% 11th Inter Milano 1.30% 19th Sevilla 0.38%

4th Schalke 04 9.88% 12th Real Madrid 1.14% 20th Man. United 0.35%

5th Groningen 9.24% 12th Werder Bremen 1.14% 21st Zenit 0.26% ⬆Above 5% - 3 points 6th 2.30% 14th Real Betis 1.01% 22nd PSG 0.14% ⬆Between 1% and 4.99% - 2 points 7th Eibar 2.19% 15th Man. City 0.98%

8th Huesca 1.77% 16th Juventus 0.79% ⬆Between 0.5% and 0.99% - 1 point European Football Clubs on Twitter in Japan 2020 Localization

Points Points 7 5Points 4 Point 3Points 2Points 1 European Football Clubs on Twitter in Japan 2020 Engagement Ranking Club Engagement Rate Ranking Club Engagement Rate Ranking Club Engagement Rate

1st Salzburg 3.23 9th Zenit 0.72 17th Chelsea 0.16

2nd Eibar 2.45 10th Eintracht Frankfurt 0.61 18th Real Madrid 0.15

3rd Groningen 2.41 11th Man. City 0.56 19th Barcelona 0.14

4th Werder Bremen 1.87 12th Real Betis 0.53 20th Man. United 0.12 ⬆Between 0.50 and 0.99 - 4 points ⬆Between 0.10 and 0.19 - 2 points 5th Marseille 1.57 13th Inter Milano 0.40 21st Schalke 04 0.08

6th STTV 1.46 14th Juventus 0.31 22nd 1. FSV Mainz 05 0.02 ⬆Below 0.10 - 1 point 7th Huesca 1.36 15th Sevilla 0.28 ⬆Above 1.00 - 5 points ⬆Between 0.20 and 0.49 - 3 points 8th PSG 0.82 16th Fortuna Düsseldorf 0.17 European Football Clubs on Twitter in Japan 2020 Content

Points 5Points 4 Point 3Points 2Points 1 European Football Clubs on Twitter in Japan 2020 The Top Three Real Betis

Real Madrid

Juventus European Football Clubs on Twitter in Japan 2020 Final Ranking Ranking Club Total Points Ranking Club Total Points Ranking Club Total Points

1st Real Betis 19 9th Barcelona 13 17th Inter Milano 11

2nd Real Madrid 18 9th Eibar 13 17th Salzburg 11

3rd Juventus 17 9th Groningen 13 19th Man. United 9

4th 1. FSV Mainz 05 14 9th Man. City 13 19th Sevilla 9

4th Eintracht Frankfurt 14 9th Marseille 13 19th Fortuna Düsseldorf 9

4th Schalke 04 14 14th Chelsea 12 22nd Zenit 7

4th STTV 14 14th Huesca 12

4th Werder Bremen 14 14th PSG 12 Clubs’ Cards

European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

19/25 4 1st

Followers in Japan Domestic Followers Localization Engagement 7,493 745,488 Ratio: 1.01% 7 0.53 Points: 2/5 Points: 2/3 Points: 7/7 Points: 4/5

Content Comment Since Betis’ account features localized matchday graphics, interview clips with Japanese subtitles and multiple bespoke content posts for Japan. Interactions 4 with Japanese fans are diligently curated. Perhaps 2018 the club could take greater advantage of their Japanese Points: 4/5 @RealBetis_jp website platform. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

18/25 4 2nd

Followers in Japan Domestic Followers Localization Engagement 378,665 33,311,305 Ratio: 1.14% 4 0.15 Points: 5/5 Points: 2/3 Points: 4/7 Points: 2/5

Content Comment Since The account features a lot of compelling content, such as clips and pictures, plus links directing fans to the Japanese website. Subtitles on short interviews of players 5 and manager enable them to reach the fans directly. A 2010 master-class account. Points: 5/5 @realmadridjapan

European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

17/25 4 3rd

Followers in Japan Domestic Followers Localization Engagement 60,116 7,564,276 Ratio: 0.79% 5 0.31 Points: 4/5 Points: 1/3 Points: 5/7 Points: 3/5

Content Comment Since Juventus’ graphics for the squad list and starting lineups are localized. Clips are the same as the ones on the Italian account, but unfortunately not all of them feature 4 Japanese subtitles. This account peculiarity is the 2014 interaction with local fans, which is unique in Japan, Points: 4/5 especially among big clubs. @juventusfcjp

European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

14/25 3 4th

Followers in Japan Domestic Followers Localization Engagement 28,241 187,598 Ratio: 15.05% 3 0.02 Points: 3/5 Points: 3/3 Points: 3/7 Points: 1/5

Content Comment Since Many of Mainz’ graphics are localized, and information on lineups and matches are easy to understand. The editors also actively react to Japanese fans' tweets, a feat that 4 allowed Mainz to keep most of their Japanese audience 2014 despite the loss of . On the downside, Points: 4/5 updates are not very frequent and there are few clips. @mainz05_jp

European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

14/25 3 4th

Followers in Japan Domestic Followers Localization Engagement 11,228 488,378 Ratio: 2.30% 2 0.61 Points: 3/5 Points: 2/3 Points: 2/7 Points: 4/5

Content Comment Since Eintracht Frankfurt have excellent text content on their Japanese website and Twitter is often used as a platform to smoothly directs fans there. Graphics for the starting 3 lineup are nicely localized; however, the account overall 2014 lacks pictures and clips, and rarely interact with fans. Points: 3/5 @eintracht_jp

European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

14/25 3 4th

Followers in Japan Domestic Followers Localization Engagement 72,610 735,291 Ratio: 9.88% 1 0.08 Points: 4/5 Points: 3/3 Points: 1/7 Points: 1/5

Content Comment Since Even after the departure of Atsuto Uchida, Schalke’s commitment to their Japanese fans hasn’t changed. They publish updated information about press conferences and training sessions, and players' and manager's comments 2013 5 are often translated into Japanese. There are frequent Points: 5/5 updates, including legends' birthdays. Finally, there is @s04_jp good interaction with Japanese fans. A top account. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

14/25 3 4th

Followers in Japan Domestic Followers Localization Engagement 10,365 14,309 Ratio: 72.44% 1 1.46 Points: 3/5 Points: 3/3 Points: 1/7 Points: 5/5

Content Comment Since The main contents are links to the website and match information. The overall feeling is not particularly fan- friendly and has limited appeal towards new fans. 2 However, there are several pictures and clips featuring 2018 interviews of Japanese players, a good source of Points: 2/5 @STVV_JP information that would not be available otherwise. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

14/25 3 4th

Followers in Japan Domestic Followers Localization Engagement 5,761 504,542 Ratio: 1.14% 2 1.87 Points: 2/5 Points: 2/3 Points: 2/7 Points: 5/5

Content Comment Since Werder’s account does not feature many clips, but it enables fans to read players and manager's comments in Japanese. The main focus is the Japanese player Yuya 3 Osako, who is featured in many pictures. However, the 2018 overall content is a bit shallow, and the Japanese font Points: 3/5 @werderbremen_jp used to localize graphics is hard to read. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

13/25 3 9th

Followers in Japan Domestic Followers Localization Engagement 282,729 20,613,050 Ratio: 1.37% 1 0.14 Points: 5/5 Points: 2/3 Points: 1/7 Points: 2/5

Content Comment Since Despite their top domestic editorial quality, sadly Barcelona do not produce Japanese contents specifically for this account. The feed is updated quite often and has a 3 lot of compelling clips but they don't have Japanese 2012 subtitles. The highlight are possibly trivia tweets about the Points: 3/5 @fcbarcelona_jp club's history, which are both interesting and informative. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

13/25 3 9th

Followers in Japan Domestic Followers Localization Engagement 4,803 219,130 Ratio: 2.19% 1 2.45 Points: 1/5 Points: 2/3 Points: 1/7 Points: 5/5

Content Comment Since Faithful to their ideals of equality, SD Eibar’s Twitter account promotes not only Takashi Inui but also Japanese players in their women's team. Not many clips are 4 published, but they are often of top quality and subbed. The 2017 website is often linked to the Twitter account, and provides Points: 4/5 @sdeibar_jp information otherwise unavailable to Japanese fans. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

13/25 3 9th

Followers in Japan Domestic Followers Localization Engagement 7,496 187,598 Ratio: 15.05% 1 2.41 Points: 2/5 Points: 3/3 Points: 1/7 Points: 5/5

Content Comment Since The main contents are only match highlights and interviews with Japanese player Ko Itakura, However, the feed is not often updated, there is scant information on the 2 matches and in general. It's also not impressive that every 2017 highlight clip prominently features the sponsor logo. Points: 2/5 @fcgroningen_jp Overall, not very fan-friendly. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

13/25 3 9th

Followers in Japan Domestic Followers Localization Engagement 72,923 7,451,149 Ratio: 0.98% 1 0.56 Points: 4/5 Points: 1/3 Points: 1/7 Points: 4/5

Content Comment Since Manchester City Twitter’s feed features plenty of information about matches; however, live tweets are limited to big games. Since there is no running Japanese language website, the total amount of information is 2013 3 limited. As a side note, Japanese fans were impressed by Points: 3/5 City Football Group's support for Yokohama F. Marinos @ManCityJP ahead of their historical 2019 Championship. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

13/25 3 9th

Followers in Japan Domestic Followers Localization Engagement 13,317 3,243,783 Ratio: 0.41% 1 1,57 Points: 3/5 Points: 0/3 Points: 1/7 Points: 5/5

Content Comment Since Marseille’s Japanese editors provide great interaction with the fans, and of course publish plenty of compelling content around - they even produced a 4 regular manga series about him! The club also actively 2015 promote articles about the club on other Japanese media, Points: 4/5 @OM_Japanese that are linked via Twitter. Overall, good care and creativity. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

12/25 3 14th

Followers in Japan Domestic Followers Localization Engagement 56,428 13,650,457 Ratio: 0.41% 5 0.16 Points: 4/5 Points: 0/3 Points: 5/7 Points: 2/5

Content Comment Since Chelsea fans often complain about their Japanese Twitter account. Mostly, they are disappointed by the lack of interaction and the several links to articles written in 1 English. Often the tone is detached, and tweets are likely 2012 written by somebody who does not know much about Points: 1/5 football. The localized graphics are the only positive aspect. @ChelseaFC_Japan

European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

12/25 3 14th

Followers in Japan Domestic Followers Localization Engagement 10,748 7,443,521 Ratio: 0.14% 3 0.82 Points: 3/5 Points: 0/3 Points: 3/7 Points: 4/5

Content Comment Since PSG’s Japanese timeline is updated often, but most tweets are flat boring. Attempts to interact with fans so far haven’t been very successful. Considering the effort the club is 2 putting into pushing the brand in Japan, they should take 2019 better care of their Twitter account as well, by developing a Points: 2/5 @PSGJapan specific strategy to support their vision. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

12/25 3 14th

Followers in Japan Domestic Followers Localization Engagement 2,336 131,949 Ratio: 1.77% 1 1.36 Points: 1/5 Points: 2/3 Points: 1/7 Points: 5/5

Content Comment Since Huesca's Twitter account in Japanese hasn’t been very successful despite the presence of . There is potentially interesting content, but lacks of translation 3 into Japanese makes it useless for the fans. The feed 2019 needs to provide more information, for example to help Points: 3/5 @SDHuesca_jp those interested in visiting a practice session. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

11/25 21/2 17th

Followers in Japan Domestic Followers Localization Engagement 25,927 1,995,026 Ratio: 1.30% 1 0.40 Points: 3/5 Points: 2/3 Points: 1/7 Points: 3/5

Content Comment Since Most of Inter Japanese Twitter’s content is focused on matches. There are clips; however, the audio is often in Italian and subtitle are in English, resulting in a frustrating 2 user experience for Japanese fans. Redirection to the 2014 Japanese website could be curated better. Overall, the feed Points: 2/5 @Inter_jp needs more care, passion and interaction with the fans. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

11/25 21/2 17th

Followers in Japan Domestic Followers Localization Engagement 4,935 44,462 Ratio: 11.10% 0 3.23 Points: 1/5 Points: 3/3 Points: 0/7 Points: 5/5

Content Comment Since Exclusive interviews with and Masaya Okugawa make for good content, but there are few tweets on non-match days, and basically no other content 2 specifically for Japan, nor interaction with the fans. The 2018 complete lack of localization makes Salzburg’s account Points: 2/5 @FCRBS_JP one of the less friendly for Japanese users. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

9/25 2 19th

Followers in Japan Domestic Followers Localization Engagement 72,075 20,640,958 Ratio: 0.35% 1 0.12 Points: 4/5 Points: 0/3 Points: 1/7 Points: 2/5

Content Comment Since Despite their popularity in Japan, Manchester United basically provide no specific or localized content on their Twitter account. Live tweets and links to the Japanese 2 website lack enthusiasm. Clips would be of interest, but as 2013 they feature no Japanese subtitles, they leave most users Points: 2/5 @ManUtd_JP puzzled. European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

9/25 2 19th

Followers in Japan Domestic Followers Localization Engagement 3,654 954,936 Ratio: 0.38% 2 0.28 Points: 1/5 Points: 0/3 Points: 2/7 Points: 3/5

Content Comment Since Sevilla Twitter's Japanese account is very average. It features basic content, such as match-day information, a few comments from press conferences, promotion of the 3 club, retweets of players, etc. It is not a bad feed, but it 2015 lacks the warmth needed to engage the fans. Points: 3/5 @SevillaFC_JA

European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

9/25 2 19th

Followers in Japan Domestic Followers Localization Engagement 2,464 163,359 Ratio: 1.51% 2 0.17 Points: 1/5 Points: 2/3 Points: 2/7 Points: 2/5

Content Comment Since There is very little of interest for fans in Dusseldorf’s Japanese Twitter feed. With very basic coverage of matches and news, the account might be as well ran by 2 automation, and it is no surprise that it is not quite 2014 popular. Points: 2/5 @F95_jp

European Football Clubs on Twitter in Japan, 2020 Points Ratings Ranking

7/25 2 22nd

Followers in Japan Domestic Followers Localization Engagement 1,976 764,969 Ratio: 0.26% 0 0.72 Points: 1/5 Points: 0/3 Points: 0/7 Points: 4/5

Content Comment Since There are not many pictures or clips on Zenit’s Japanese account; however, fans can feel that the person in charge is very passionate. Updates are irregular, and no graphics 2 are localized, but there are original ideas, such as the 2014 "Zenit Girls" series, that featured beautiful female Points: 2/5 @zenitjapan supporters at the stadium. European Football Clubs on Twitter in Japan, 2020 Appendixes

European Football Clubs on Twitter in Japan, 2020 European Football Clubs on Twitter in Japan 2020 Notable Bespoke Content (I) Marseille’s Cartoons The French side hired a cartoonist to provide their fans in Japan with a digest of news about the team in manga format. It was a brilliant way to summarize the most important events at the club, achieved through a very popular medium among Japanese fans. In fact, the cartoons were received positively not only by Marseille and Hiroki Sakai’s supporters, but also by Japanese football fans at large, giving OM an edge in popularity over other clubs. European Football Clubs on Twitter in Japan 2020 Notable Bespoke Content (II) Real Betis Ad-hoc Video Output for Japan From the very first day they opened their Japanese Twitter account, Real Betis have set the standard for clubs aiming to provide a highly localized feed. For example, “Learn Spanish with Betis” is an ongoing series in which players take turns in teaching fans words related to football. Other features saw the Erina Yamane of the women's team talking about the town of Seville, and major Japanese holidays and festivities were celebrated with a video clip featuring the club’s stars. European Football Clubs on Twitter in Japan 2020 Notable Bespoke Content (III) Juventus’ Interaction with Fans in Japan The Turin giants have showed great care in developing a positive synergy with their Japanese fan club, and regularly publish content about their activities. Each of the many events across Japan is documented with bespoke pictures, clips and commentary. On several occasions, the posts showcased the interactions of Japanese fans with Juventus supporters from other Asian countries, an impressive display of the black-and-white community in the Far East. European Football Clubs on Twitter in Japan 2020 Notable Bespoke Content (IV) STVV’s Video Content on Japanese Players Sint-Truiden have strong ties with Japan: a Japanese ownership group, several Japanese players in their roster, and Japanese sponsors as well. Notably, their Twitter account offers fans selected highlights focusing on the Japanese players, that would otherwise be difficult to find. Most of the video clips are watched by over 10,000 users. European Football Clubs on Twitter in Japan 2020 European Clubs’ Activity in Japan Real Betis Barcelona Salzburg Real Madrid Eibar Huesca

Juventus Groningen Man. United

1. FSV Mainz 05 Man. City Sevilla

Eintracht Frankfurt Marseille Fortuna Düsseldorf

Schalke 04 Chelsea Zenit

Have at least a Japanese Had a Japanese Player STTV Inter Milano Player in their men's team in their men's team Have played a match in Have a Japanese- Japan in the last 20 years language website

Werder Bremen Have an account on LINE, PSG the most popular Social Media in Japan European Football Clubs on Twitter in Japan 2020 See You in 2020?

Clubs that opened their Twitter account in Japanese in late 2019 Clubs that used to have a Twitter account in Japanese, but discontinued it

November 2019 December 2019

Major European Clubs that still do not have a Twitter account in Japanese European Clubs that have a Japanese player in their team, but do not have a Twitter account in Japan. European Football Clubs on Twitter in Japan

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