Newcastle United Football Club

The objective

Growing a global fanbase through TikTok

With new ownership and bold ambitions, Newcastle United set out to expand its global presence - and TikTok was central to the plan. Working with their agency partner, The Social Co., the club launched a two-phase campaign with one clear objective: drive mass international reach and attract new followers from around the world.

The club recently ran two campaigns, with the key objective to generate mass global reach and acquiring new followers across the world. The initial campaign, centred around the launch of the club’s 2024/25 adidas kit, was a runaway success - generating over 6 million impressions, 400,000+ new followers, and 126,000 video likes. It brought fans closer to the club, especially in key international markets, and laid the groundwork for an extended campaign to keep momentum building.

@NUFC has a strong presence on TikTok, engaging over 3.4 million followers with match highlights, behind-the-scenes footage, fan interactions, and promotional videos. After the success of the first campaign, the account gained over 400K new followers from an outstanding 6m+ impressions with their highly engaging campaign generating 126K likes on their video content.

Now, the Magpies worked to further build on the success of that campaign, by extending the campaign period and continuing their brand awareness efforts.

The solution

Authentic content + Spark Ads = unstoppable momentum

To maintain excitement and scale their reach, Newcastle United and The Social Co. leveraged Spark Ads as the lead format for both campaigns - amplifying topperforming organic videos to boost engagement and visibility, without compromising authenticity.

Phase one focused on the hero kit launch video and behind-the-scenes content. For the campaign extension, a fresh wave of assets kept fans engaged, including slow-motion goal replays, player segments featuring viral challenges, and matchday build-ups, including tunnel walks and team arrivals.

Each creative gave fans new ways to connect with the club and its players -offering personality, access, and a sense of community. Spark Ads ensured that content reached the right audiences at the right time, particularly in high-priority regions like Saudi Arabia and Brazil - aligning with club strategy and player heritage.

Backed by The Social Co’s media planning and creative expertise, the campaign used a community interaction objective to engage broad and interest-based audiences - ensuring that content landed with both die-hard fans and new followers alike.

The results

A local club with global ambition

This campaign exceeded expectations across both the primary KPIs and additional measured metrics. With the initial goal of increasing impressions and followers, the performance of the campaigns ran until the end of May achieved a total of 189.5m impressions, 7.7m paid likes, and 1.8m paid follows.

Spark Ads played a pivotal role - not only scaling high-impact content but also boosting social proof and strengthening brand credibility across markets.

Smart use of interest-based and lookalike targeting helped Newcastle United reach new territories while building genuine connections through culturally relevant content.

With The Social Co. steering creative and targeting strategy, the campaign unlocked massive brand growth and set clear benchmarks for future international expansion.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.