Magic Become First NBA Team to Launch Brazilian Social Media Accounts

by Josh Cohen

ORLANDO – The Orlando Magic’s popularity is growing rapidly – not just locally and nationally, but globally also.

One country in particular where enthusiasm for the team is at an all-time high is Brazil. During the 2018-19 season, an estimated 70,000-plus Brazilians purchased tickets to Magic games at Amway Center.

In past years, the Magic welcomed Flamengo, a professional Brazilian basketball team, to Orlando for exhibition games. In 2015, the Magic traveled to Rio de Janeiro to play Flamengo on their home court, which gave Brazilian fans the opportunity to watch the Magic in their own backyard.

With Brazilians becoming increasingly interested and passionate about the team, the Magic decided to make content more accessible to them by starting Facebook, Twitter and Instagram accounts in Portuguese, Brazil’s native language.

Becoming the first NBA team to launch social media accounts in Portuguese was something the Magic felt strongly about doing after digging up some extraordinary statistics. There are 87,500 Magic Facebook followers from Brazil, third most behind the United States and the Philippines, and 53,800 on Instagram, second most behind the U.S.

“We recognize the growing interest in the NBA worldwide and given the existing fan base we have in Brazil with only three percent speaking English, we thought it was important to connect with our fans in South America in Portuguese,” Magic Senior Director of Live Entertainment & Production Geoff Krohmer said.

On Facebook, which the Magic are geo-targeting in Portuguese, Twitter (@br_orlandomagic) and Instagram (, Brazilian fans and others fluent in the language can keep up with the team on a daily basis via all the engaging and entertaining content getting posted on each of those platforms.

Brazil’s interest in basketball has significantly increased through the years. The game, played by many children throughout the nation, has become a huge part of their culture. There have been 16 Brazilian-born NBA players in league history, with four of them currently on NBA rosters.

Brazilians have also been able to rally around its national hoops team, which won three of its five games at the 2019 FIBA World Cup in China this past summer. Brazil participated in the last two Olympics as well, finishing in fifth place in 2012 in London and ninth place in 2016 in front of its home fans in Rio.

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