Harry Kane's Ballon d'Or triumph delivers digital record figures for FC Bayern

Harry Kane's selection as the Ballon d'Or winner has not only generated huge attention on the pitch for FC Bayern. The extensive content campaign surrounding the ceremony in London also set new records on the club's digital channels.

More than 630 million video views and 2.1 million new followers

From the awards ceremony on Monday evening to the home game against Borussia Dortmund on Saturday, FC Bayern published more than 1,200 pieces of content on social media and the club's own digital platforms. In total, the posts on social media and owned media channels generated more than 630 million video views and led to 80 million interactions. Furthermore, the club gained 2.1 million new followers on its social media channels in the course of the Ballon d'Or communication.

New record for interactions 

The response around the awards ceremony on Monday and Tuesday was particularly huge: with more than 73 million interactions across all Club Media content on these two days, FC Bayern set a new all-time record on social media.

Individual pieces of content also generated outstanding figures. A video on TikTok of Kane and the trophy is now the most successful social media post in the history of FC Bayern with 11 million likes. In addition, special formats – including Kane's speech and behind-the-scenes glimpses surrounding the ceremony – attracted an exceptionally high level of attention.

High usage of website and app 

FC Bayern's own digital platforms also benefited from the huge interest. The comprehensive coverage on the website and app ensured high usage and led to new records.

Via the website and app, fans were able to congratulate Kane on his award with more than 15,000 messages of congratulations from 166 different countries in over 25 languages – never before have so many messages been registered in a comparable fan campaign. The Ballon d'Or story in the FC Bayern app also generated particularly high interest. The portrait-format storytelling feature achieved its highest level of attention to date since its launch in April.

The international appeal of the events was not only evident on the club's own channels. Global media coverage also contributed to an enormous earned media reach of 1.5 billion.