Sao Paulo’s online crowd vanishes: what’s happening off the pitch? | OneFootball

Sao Paulo have experienced one of the most pronounced drops in Instagram engagement among Brazil’s Serie A clubs in 2025, according to findings reported by Arquibancada Tricolor, citing data from Poder Sports MKT. The club, which has traditionally seen robust backing from its supporters—evidenced by strong crowds at MorumBIS—saw a 36% year-on-year decrease in engagement performance on the platform compared to 2024.

This sharp decrease placed Sao Paulo as the third-ranked Serie A club in terms of lost engagement in the period under review. Vasco da Gama registered the largest fall with a 50% drop, while Santos bucked the trend, notching an impressive 228% surge in engagement. Mirassol, Ceara, and Botafogo rounded out the top five, with all remaining Serie A clubs also posting declines, albeit less severe than those seen at the top of the table.

Engagement on social media has become an increasingly important metric for clubs, impacting everything from sponsor interest to the club’s ability to connect with its fanbase, especially off the pitch. While Sao Paulo continues to draw large attendances at home matches, this digital downturn signals a changing dynamic between the club and its supporters online.

Neither the club nor its media department has issued any public comment on the data or indicated plans to address the decline. The causes are not detailed in the data published, but shifts in team performance, player transfers, communication strategy, and broader social media trends can all play a role in influencing supporter interaction.

Sao Paulo’s notable on-field backing has remained steadfast, yet the disparity between physical and online engagement in 2025 could prompt a reassessment of the club’s digital strategy as the season progresses.

(Information from Arquibancada Tricolor)

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