Data Peixe, a report prepared by 2Morrow Sports, the technology and engagement company responsible for managing Sócio Rei, showed that more than half of Santos FC’s fan base is under 35 years old. According to the study, which took into account the registration of fans and members in the Club’s database, 57.4% of Santos supporters fall within this age group.
According to the survey, the 25 to 34 age range accounts for 28.17% of the total. Among those aged 16 to 24, the percentage is 20.1%. Among children up to 15 years old, the figure is 9.2%. The research indicates that the fan base is young, has a strong digital presence, and is still developing consumption habits, with room for growth.
“The report shows that the core of our fan base is among young people. The management has been promoting effective initiatives to serve this audience, such as close contact with the Meninos da Vila schools, with the aim of bringing more and more children closer to the club’s daily life, whether through matches, visits, and tryouts held at the schools, as well as the partnership with the Santos Department of Education, which brings male and female team athletes to the Champion at School project,” says president Marcelo Teixeira.
To strengthen this relationship with new generations, Santos FC also promotes a series of experiences aimed at children. At every home match at Vila Belmiro, children from various regions of the state of São Paulo and the Baixada Santista take part in Match Day and visit the Memorial of Achievements, the press room, the pitch, and the players’ dressing room. The Club also regularly welcomes institutions that support children, such as LBV, Casa da Vó Benedita, Arte no Dique, and AMEI Rei Pelé, for visits to the Memorial of Achievements. At away matches, fans and supporter groups are also welcomed at the team hotel and during the protocol for entering the pitch. Another initiative that has been very well received among children is interaction with the mascots Baleinha and Baleião.
The Club’s strength among younger fans is also reflected in the digital environment. Adding together the five main platforms (Facebook, X, Instagram, YouTube, and TikTok), Santos FC ranks third among Brazilian clubs, with 28 million followers. This growth was driven mainly by the arrival of Neymar Jr. in January 2025, combined with a strategy to strengthen content production on social media.
“Although Neymar Jr.’s arrival helped expand this reach, Santos FC had already been promoting a shift in its digital content strategy. There was an important repositioning on TikTok, a platform where we have been able to speak directly to younger audiences. Santos TV also plays a relevant role, producing miniseries, documentaries, and exclusive content that strengthen the connection between the Club and its fans,” adds Caio Lacerda, Santos FC’s Marketing and New Business Executive.
This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.