Are social media matter for the football club finance?

Football clubs operate as a global business and need to have a connection with stakeholders. Nowadays the main and the most effective way to interact are social media which have the ability to connect us with almost anyone in the world. This article shows how important is the role of social media followers in the commercial aspects of a club's business. The aim of this article is to investigate the relationship between the number of followers on social media and revenue. For this purpose, there was used the correlation coefficient. The analysis was preceded by the determination of descriptive statistics. The research sample included the top 20 football clubs from Europe covered data for the 2019/20 and 2020/21 football seasons and the corresponding financial year. There was used the data for the number of social media followers (Facebook, Instagram, Twitter, YouTube, TikTok) and the matchday, broadcast, and commercial income. The research has revealed a strong relationship between social media following and clubs’ revenues.