Premier League clubs build up to the World Cup by adding to fevered atmosphere

The World Cup is finally underway.

The eyes of the whole world – and certainly every football fan – are on the festival of football that now taking place and will do for the next month.

At Digital Sport, we’ve been keeping a close eye on the tournament, but we’ve also been looking at how club teams are covering it. More and more domestic sides are becoming media outlets in their own right. So of course they’re covering the tournament, creating content to keep engagement and interest high over the summer period – and cash in on the fact that their big star names are on a stage with the other big personalities of football.

To that end, with all eyes on the opening ceremony, Premier League clubs took the chance to get in on the action with tweets building up to the first game.

Manchester City are a forward thinking club on digital media who are also at the forefront of sponsorship in the space, too. Their ‘City at the World Cup’ tweet has a sponsor’s logo, just like quite a lot of the club’s digital output these days – they have been quite good at creating content strands that brands can put their logos to, and covering their players at the World Cup is yet another one to add to that list.

Arsenal, meanwhile, were just showing off – asking their German contingent (and World Cup winners) what it takes to win the tournament.

But probably the most active team in the minutes before the opening ceremony was Chelsea, who created a tonne of content for all of their players who are taking part in the tournament.

One mega thread was created to house all of the squad graphics needed, providing a great resource for Chelsea fans who want to follow their club heroes’ fortunes in Russia.

And that appears to be the theme: Chelsea aren’t hoping their fans follow a national team in the competition, they’re hoping that Blues fans will simply support Chelsea players!

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Chris McMullan
Chris McMullan 683 posts

Chris is a sports journalist and editor of Digital Sport - follow him on Twitter @CJMcMullan_

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