The signing of Moroccan star Hakim Ziyech by the Brazilian club Botafogo marked a major turning point, as the player successfully attracted more than 262,000 new Moroccan followers to the club’s official accounts on social media platforms. These figures, revealed by Brazilian press reports, confirm the significant influence Ziyech holds, not only on the field but also off it as a massive marketing force.
Between September 7 and 30, Botafogo’s accounts saw an increase of over 300,000 new followers, with Moroccans making up the largest share. Ziyech’s impact was not limited to just increasing followers; interaction with the club’s posts rose noticeably, as 127 media pieces related to the player achieved over 64 million impressions, and his videos were viewed more than 34 million times since joining the team.
This overwhelming popularity led Botafogo’s management to develop a comprehensive communication and marketing strategy aimed at enhancing the club’s presence beyond Brazil’s borders, with a special focus on the Moroccan market. The plan relies on leveraging the widespread popularity Hakim Ziyech enjoys in his home country, especially following Morocco’s historic performance in the 2022 World Cup in Qatar, where Ziyech was one of the standout stars.
The Brazilian club’s plan included various initiatives, such as effective digital distribution, precise geographical targeting of content, production of attractive audiovisual materials, as well as launching innovative commercial initiatives like a special collection of shirts in collaboration with a specialized company. Botafogo did not limit itself to digital platforms; it also launched last week on its TV channel “Botafogo TV” a special production titled “Ziyech: Star of Morocco,” narrating exclusive details about the player’s signing, which was watched by about 40,000 people within the first 24 hours of its launch.
