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Arabian Gulf Game Plan: The social media marketing strategy of the Emirates American Football League

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Matthew Adam Gilbert at Coastal Carolina University
Matthew Adam Gilbert
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Abstract

Recognizing the global role and relevance of American football, this chapter explores the origins of the Emirates American Football League (EAFL); shares the league’s social media strategy as a means of marketing while creating a community of fans, players and their families; and looks ahead to the future of the league and American football in UAE.

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This report is the fourth in a series of annual reports designed to capture some of the key developments in the world of social media -­ within the Middle East -­ during the past twelve months. Interest in this field, which was first unlocked by the Arab Spring, continues to attract researchers, marketers and businesses. The reasons for this are multiple: the region’s “youth bulge” makes the market attractive for anyone seeking to attract a young tech-­‐savvy audience, meanwhile the growth of ISIS - and their use of social media - continues to pose challenging questions for policy makers and freedom of speech advocates. These developments play out against a diverse backdrop, and this diversity results in wide variances in usage of social media and other digital technologies; with particular differences between the Gulf region and North Africa. In aggregate, regional usage of social media continues to be behind the global average. Keywords: social media, social networking, Arab Spring, Middle East, MENA, Middle East and North Africa, Arab World, Facebook, Twitter, Instagram, WhatsApp, mobile, YouTube, video content, media habits, media consumption, social news, Second Screen, Internet Governance, network society
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