The Champions League, the annual tournament organized by the Union of European Football Associations (UEFA), is one of the most prestigious and exciting European football club competitions, with top teams from across the continent playing each other for the prestigious title of Champions of Europe.
This year the tournament's final was extra special for UK fans, as both teams — Liverpool and Tottenham Hotspur — are English. Fans from around the world turned to Twitter to support their club and favorite players, and the two weeks around the final generated over 7.7 million Tweets.
For Kevin Ashby, UEFA’s senior digital content manager, a change in social strategy leading into the 2019-2020 season has already scored for the association. "We've refined our Twitter strategy over the last 18 months, reducing the volume of Tweets by 16% but driving up engagement by 37% and video views by more than 250% by focusing on the bigger moments,” he says. With another UEFA Champions League campaign and UEFA EURO 2020 on the horizon, Twitter “will again be key for helping us achieve our digital objectives and enabling us to lead the conversation around our competitions on the platform.”
Along with UEFA, three other Twitter accounts dominated the Champions League conversation — here’s how each one made this a #UCLfinal to remember.