Skip to: Results | Nike Sponsorship
Background
Love or hate him, the Brazilian forward is a global superstar with a social media following larger than most football teams. Along with being a one-man global brand comes expectations beyond elite performances on the pitch — like having a beautiful website neymarjr.com to engage fans around the world.
Before
After
Neymar Jr Launches the New Site Launch on Social
| YouTube | ||
|---|---|---|
| 120K+ Views | 14.5K+ Likes | 25K+ Likes |
Results
- Mobile First: Corrected the most severe issue of the legacy site — desktop only, no responsive design (despite 85% of site traffic accesses via mobile). Fully reimagined the site with priority given to the small screen.
- Speed & Scale: Reduced the initial 1.5min initial load time to less than 10sec, which eliminated another egregious usability problem. New serverless architecture, performant front-end code, and cache configuration produce lightning fast results.
- Tight Integration: Added emphasis on both Instagram and YouTube, the top referral traffic drivers to the site, and cut out the need to double- or triple-publish content across different platforms.
- Canonical: Improved organic search ranking from #7 to #2 within a matter of days after the initial launch by rolling out a host of SEO best-practice enhancements.
- Global Context: Utilized a mix SQL data manipulation, automation, and manual intervention to refactor and migrate thousands of legacy posts into a modern headless CMS. This enables easy localization of content for Portuguese, Spanish, English, and more.
- Robust Measurement: For the first time ever, brought deep analytics to Neymar Jr's sports marketing team to inform them of the data their audience generates. Real-time dashboards and automated weekly reports are delivered, which map to KPIs defined in the strategic success framework.
Nike Sponsorship
In 2011, Neymar Jr signed an 11-year deal with Nike. He is a brand Jordan ambassador and was the first football player to get customized Air Jordan sneakers. Neymar Jr's endorsement accounts for millions in revenue for the sportswear giant each year.
For his new website, Nike co-sponsored the initiative together with Neymar Jr's own sports marketing unit, NRSports. In this affiliate model, Nike receive top-tier product marketing placement with the ultimate goal of driving more and better qualified traffic to Neymar Jr's Nike shop in exchange for ongoing site operations and support resources.