Inside PSG’s global social media playbook: How the club keeps fans engaged all year long

With over 230 million followers worldwide, Paris Saint-Germain (PSG) is more than a football club, it’s a global lifestyle brand at the intersection of sport, fashion, and culture.

From surprise music collabs to lightning-fast matchday posts, PSG’s social team runs one of the most sophisticated operations in global sports marketing. We sat down with their Digital Content Analyst to discuss how they keep fans engaged 24/7, balance local relevance with brand DNA, and turn social buzz into measurable business value.

1. Your Fanzone combines tickets, merch, sponsors, and fan content. How do you keep fans engaged during off-season periods?

We’ve learned that collaborations beyond football, like in music, fashion, or lifestyle, often resonate even more with fans during the off-season. For example, when our players attended NBA Paris or collaborated with Brazilian artist MC Menor JP, those posts generated huge engagement, even surpassing some Champions League content. Interestingly, some non–match content has outperformed match-day posts.

These “non-match” moments keep the emotional connection alive year-round, reminding fans that PSG is more than just what’s happening on the pitch.

2. How do you adapt your content for global audiences while keeping PSG’s DNA intact?

Only Less than 10% of our fanbase is in France, so adapting for international fans is a priority. We work with local agencies in markets like the US and Asia, monitor local trends (for example TikTok sounds), and even geoblock certain content when it performs best in specific territories. The challenge is to stay relevant locally without losing our unique PSG identity. This being said, smaller markets give us the opportunity to be more creative and innovate with the styles and types of posts.

Today, TikTok, Instagram, Youtube and X are priorities, but in Asia, we also activate on platforms like Douyin, Weibo, and LINE, channels that are essential for connecting with younger fans. In some markets, we co-create content with local influencers who help us translate PSG’s identity into the local culture, while keeping the club’s core colors, crest, and “Parisian spirit” at the heart of everything.

3. What KPIs really matter to you when measuring social media success?

We’ve shifted from simply counting followers to focusing on reach and engagement. For example, 75% of our content is viewed by people who don’t even follow PSG. We track KPIs like engagements per post, video views, and benchmark ourselves against 1,400+ clubs worldwide. This helps us show sponsors that social is not just about visibility,  it drives real value and global brand exposure.

We also monitor sentiment and share of voice across major markets, as well as performance on sponsor-linked content – for example, co-branded posts or partner integrations. Tying social metrics to measurable business outcomes, like uplift in partner visibility or merchandise sales, helps us demonstrate that engagement translates into real-world value.

4. Can you share an example of when you had to react instantly on social media?

It happens all the time in football. We live at the pace of the matches. For example, during the Champions League, our team needs to be ready within seconds to post. We anticipate many scenarios, like a win or a major signing, but we also stay flexible for unexpected events. This requires tight coordination between our digital, corporate, and sports communication teams, plus 24/7 monitoring. Social listening helps us stay on top of trends and understand the fan sentiment to make sure we stay relevant.

Sometimes we’ll publish a post within seconds of a decisive goal. We prepare multiple outcomes and have pre-approved templates ready so that no matter what happens on the pitch, our response is instant and authentic. That level of readiness is key to keeping pace with fans’ emotions in real time.

5. Big moments (like transfers or kit launches) get huge spikes, but you also share regular behind-the-scenes. How do you balance the two types of content?

For big moments like kit launches or transfers, there’s a lot of anticipation and preparation, but also a need for flexibility. We balance this with everyday content that builds intimacy, like behind-the-scenes clips, because it’s those daily touchpoints that make fans feel closer to the club. Both are essential to building long-term engagement.

For example, during kit launches, we’ll mix the high-production hero videos with casual locker-room or training-ground moments. Even small, spontaneous posts, a quick laugh in the tunnel, a look inside the players’ travel day, help humanise the club and make fans feel part of our world.

Bringing global fan engagement to the next level

PSG’s approach shows what modern sports marketing demands: real-time content agility, globally relevant storytelling, and a deep understanding of fan culture that extends far beyond match day. By blending high-impact moments with everyday authenticity, their team keeps more than 230 million fans connected to the club’s identity—no matter the season, timezone, or platform.

At Emplifi, we help sports organizations achieve that same level of excellence. From unified social media workflows to advanced listening, benchmarking, and AI-powered insights, Emplifi gives teams the tools they need to scale engagement, activate global audiences, and prove real business impact.

Ready to elevate your social strategy and turn your fanbase into a global growth engine? Get a free demo and see how Emplifi can power your next big win.