The Kop salute the Klopp

At SnapRapid we track everything visual happening on and off the pitch that may affect sponsor exposure. One big part of this is tracking club managers’ influence on social media engagement. Although managers are generally photographed wearing suits instead of sponsor logos, fans’ engagement with sponsors is influenced by their feelings towards the manager. This is well evidenced by Liverpool supporters’ reaction to Jürgen Klopp’s appointment and its impact on Standard Chartered.

Liverpool fans have been over the moon after Klopp became manager and their hopes of a top four finish have been reinvigorated. The honeymoon is going strong despite straight draws in Klopp’s first three matches in charge. This love affair has uplifted fan engagement with both the club and shirt sponsor Standard Chartered, and it shows no sign of slowing down.

There is no better symbol of this increased engagement than an image showing Mamadou Sakho saluting the Anfield Kop after the Europa League match against Rubin Kazan. Many Liverpool fans felt that Sakho’s talents were not used consistently under previous manager Brendan Rodgers. But Klopp seems to recognise what the fans always saw by starting Sakho regularly. Supporters showed their appreciation for Sakho by singing his name at the match. His gratitude was shared and liked highly across social media, with Standard Chartered featuring nicely in the centre of the standout image.

Standard Chartered has seen a 24 per cent uplift in average engagement per post from the previous month, with Sakho’s salute receiving some of the highest engagement.

Although the Rubin match ended in a draw, fans showed the type of engagement normally reserved for wins. Liverpool fans sense a turning tide in their club’s fortunes Klopp at the helm, and Standard Chartered will continue to reap the social media reward as long as the love affair continues.

AnfieldBrendan RodgersEuropa LeagueJurgen KloppKopLiverpoolMamadou SakhoRubin KazanStandard Chartered

Russell Glenister • 27th October 2015

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