Summer signings shine on social!


By Nick Aitken, Onuba Comms’ Founder and UEFA Media Officer

Both before and after a record-breaking FIFA Women’s World Cup, there have been a host of big-name internationals moving clubs across Europe this summer.

Indeed, the likes of England trio Nikita Parris (@nikitaparris17), Alex Greenwood (@alexgreenwood3) and Toni Duggan (@toniduggan), Spain’s Virginia Torrecilla (@virginiatr6) and Jenni Hermoso (@jennihermoso), Mexico striker Charlyn Corral (@charlyncorral) and Swedish pair Kosovare Asslani (@asslani9) and Sofia Jakobsson (@sofiajakobsson) are just some of the stars to have opted for a change of scene.  

Prompted by these and other high-profile switches, we decided to take a closer look at how three different clubs in three countries (Atlético de Madrid, Girondins de Bordeaux & Chelsea FC) promoted one of their new signings on Instagram and – given Onuba Comms are multilingual specialists – which languages were used!

First under the microscope is Duggan, whose signing merited three posts on official channel @atletifemenino – the first a typical facts-based announcement post, in both English and Spanish. 

Then came a player-pic post and a short quote – in Spanish only – followed by another player-pic post, all accompanied by Atleti’s usual hashtags (#AúpaAtleti, #Atleti) plus a couple specially created for the occasion (#WelcomeDuggan, #BienvenidaDuggan)!

Next up are Chelsea and a player I’ve followed since first interviewing her back at the U-19 Women’s EURO in 2013: Guro Reiten. Snapped up before the World Cup began, the Norwegian goalscoring midfielder joined up with her new club after the tournament – her arrival announced on Instagram with three initial posts, with minimal text and hashtags and only in English (@chelseafcw – feel free to contact us to remedy this 😉).   

In a nice touch by last season’s Women’s Champions League semi-finalists, a week after the announcement Chelsea caught up with Reiten (@GReiten) for a ‘get-to-know-you’ interactive Q&A session – inviting fans’ questions and publishing related articles on their official club site.

Last but not least comes Khadija “Bunny” Shaw (@bun_bun10), with Bordeaux – who share an account (@girondins) with the club’s men’s division but enjoy plenty of protagonism – announcing her signing with a novel post featuring two videos ( ). 

First came footage of the club’s sporting director Ulrich Ramé’s trip to Jamaica’s pre-WWC camp in Grenoble, where – at the request of the club’s new coach Pedro Martínez Losa (@pmlosa) – he travelled to secure the signature of the in-demand attacker.

Then came a couple of short statements from Shaw herself, who has averaged over a goal a game for her country so far and was voted 2018 Footballer of the Year by UK paper The Guardian

Looks like Girondins have bagged themselves a global star in the making, though they missed a trick by failing to add any English to their Insta post… Shaw has made her name with an English-speaking audience (in US college football and for Jamaica) and nor did Bordeaux tag @guardian_sport or FIFA’s official channel @fifawomensworldcup – both of whose large followings would have given any Shaw-related content a global boost!

Since we have looked at three different clubs from three different countries, let’s look at three lessons we can learn:

i) Make your posts visually attractive and striking. It’s also important to keep colours & style consistent. 

ii) Communicate with your audience in their native language(s) and adapt content to their culture/location. If not, you will fail to connect with a large potential audience.

iii) Interact with the official accounts of other players, clubs and federations – to get the maximum impact from your posts.  

Experts in women’s football and only using native-language translators or content writers, we at Onuba Comms believe that everyone in sport should have the opportunity to connect with their global audience. Mail us at to receive our free guide to “Dos and Don’ts of Social Media” – specifically written for women’s football players and clubs!

NB: All handles mentioned are for Instagram