181 million growth for 201 million interactions marks the player’s return to the club in 2025
It is a worldwide soccer club because of its history and the strength of the “Pelé brand”. , 33, is also known internationally and has moved young from the São Paulo club to Barcelona. The striker returned to the forming team in January 2025 and changed the social networks of the “fish”.
According to a survey by the Zeeng data platform, made in conjunction with Sports Value sports marketing company, there was a significant leap in Google searches for the word “Santos” and a record engagement on social media since the announcement of the star’s return.
The platform also analyzes that the São Paulo club usually generates about 181 million annual interactions on the networks, and after the return of the idol in less than 2 months, it generated 201 million. By 2025, the club’s Instagram registered an increase of 738% and Youtube grew 1,050% compared to 2024.
To the Poder360Amir Somoggi, director of Sports Value, analyzed growth in number of interactions of Santos. “A year from Santos gives less than 200 million (interactions). In 2 months were 201 million. So we can conclude that the club can exceed 1 billion if Neymar gets and the rhythm is maintained. It is possible that Santos pass to Flamengo in interactions, even having fewer followers“these.
Sports Value’s director said the club now has a unique opportunity to expand its brand internationally, capturing revenues and creating products aimed at Neymar’s growing global audience.
He suggests that Santos explore new stadiums to increase their collection and strengthen their digital assets, taking advantage of the peak of visibility. The monetization of exclusive content is also seen as a strategy to go beyond traditional broadcasts.
“Santos can invest in actions with people who are not club supporters, because there are a very large number of fans who are interested in Neymar“said Somoggi.
This report was written by the Journalism Intern Janaína Cunha under supervision of Assistant Writing Secretary Conrado Corsalette.
