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Volume 23 No. 24
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Best in Sports Social Media

Chicago Bulls / Major League Soccer / NASCAR / Tom Brady

Chicago Bulls

The Bulls are the third-most-followed team in North America with more than 25 million followers across major social media platforms. The team is leveraging its young player roster by producing branded content whose revenue is up by more than 150 percent over the past two years.

Major League Soccer

MLS’s focus on reaching fans via social media — with live games, weekly programming and groundbreaking series on Facebook and access to players across all platforms — has been a big part of its success. The league also supports clubs with social media training and strategy analysis. 


NASCAR’s deal with Twitter livestreamed in-car cameras during the Chase for the Championship for the first time and Facebook Live did the same during Dale Earnhardt Jr.’s final race at Daytona. The property’s online video views totaled 421 million (up 45 percent over 2016) in addition to 352 million social media engagements (up 24 percent).

Tom Brady

Tom Brady may already be the GOAT (Greatest of All Time), but he is working hard to also become one of the top athletes on social media. His “Tom vs. Time” series on Facebook, his latest foray on social media, examined the quarterback’s offseason and his emotional state.