July 17, 2020

MLS Teams Garnering Mixed Engagement on Twitter During Return to Play

SBJ Atlas

MLS teams struggled to recreate the same engagement their regular season openers amassed on Twitter during the first week of the MLS is Back Tournament. Of the 16 teams that competed in the first week (July 8-12) of the tournament, only six of them posted higher engagement numbers on Twitter than what they garnered when the regular season began. The Philadelphia Union saw their numbers rise by 78%, almost double the next closest team to gain engagement, Orlando City SC (41%). Inter Miami, San Jose Earthquakes, Sporting Kansas City and Colorado Rapids all witnessed triple-digit percentage declines in Twitter engagement during the opening week of the tournament when compared to their opening game of the regular season. Of those teams, Inter Miami saw 77,098 engagements on Twitter during the opening weekend of the 2020 MLS regular season (February 29-March 1), the highest in the league before the COVID-19 pandemic postponed the season. During the restart, Inter Miami saw 13,696 total engagements on Twitter, a 463% decrease from their first match of the regular season.

NOTE: Total engagements represent the number of times users interacted with each team’s account on Twitter.