Weekly insights · 13–19 JUL 2026

Chivas didn't win any Cup — but the fans reacted as if they had.

What the data said

01
Spain reached the World Cup final by beating France, with Pedro Porro named MVP of the semifinal and the entire country in a frenzy. Meanwhile, Barcelona — home to more world champions on the roster than any other club — flooded Instagram with celebration content. The result? 6.9 million likes on the most-liked post of the week — Messi and Lamine Yamal facing off in the final. An impressive number. But it wasn't even close to the most engaged post of the week.
02
On TikTok, Chivas Guadalajara launched the new 2026-2027 kits with Nike — and the fans went wild. No Cup, no individual star dominating the headlines, no Mbappé or Vini Jr. on the roster. Just a new kit, identity, and belonging. The result was 40.7% engagement — the absolute record of the week across any format.
03
Botafogo doesn't have 50 million followers, isn't in a billion-dollar transfer window, and didn't appear in any global headline. But when they posted on Instagram this week, 15.7% of everyone who saw the Reel reacted — the highest VER of the week among all clubs in the world, giants included. That's not virality. That's connection.
04
While PSG dominated TikTok in absolute volume — 22 million views and 3.6 million likes, by far the most-liked post on the platform this week — Chivas accumulated 55 appearances in the daily top-10 — ahead of Real Madrid (52) and Barcelona (54). The most talked-about club of the week wasn't the most expensive. It was the one from Guadalajara.

The contrast

PSG gathered 3.6 million likes on a single post — the number every marketing director wants to show in the presentation. Chivas didn't come close to that on any single post. But it was the club that appeared most often among the most engaged on the planet throughout the entire week. Reach is what everyone sees. Engagement is what the fans feel.

What to watch

Botafogo appeared twice among the most efficient Reels of the week — and they're in the middle of a transfer window. If the club signs high-impact reinforcements in the coming weeks, engagement could explode. Keep an eye on it.