Data Peixe report: Santos FC is all about youth! | OneFootball

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 records of fans and members in the Club’s database, 57.4% of Santos supporters fall within this age range.

According to the survey, the 25 to 34 age group accounts for 28.17% of the total. Fans between 16 and 24 years old make up 20.1%. Children up to 15 years old represent 9.2%. The research indicates that the fan base is young, digitally present, and still developing its 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 actions to serve this audience, such as maintaining close contact with the Meninos da Vila schools, with the aim of bringing more and more children into the club’s daily life, whether through matches, visits, and tryouts held at the schools, in addition to the partnership with the Santos Department of Education, which brings athletes from the men’s and women’s teams to the Champion at School project,” says president Marcelo Teixeira.

To strengthen this relationship with the 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’ locker room. The Club also regularly welcomes institutions that work with 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 pre-match entrance protocol. Another initiative that has been very well received by children is the 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 the strategy of strengthening 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 engage directly with 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, Marketing and New Business Executive at Santos FC.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.