Phil Hay (@PhilHay_) of the Athletic recently published an article entitled, “A football revolution – Bielsa is making Leeds compulsive viewing in Argentina” which discussed Leeds United’s growing fanbase in the South American country. In response to his article, the Center for Sports Analytics at Samford University conducted a deep dive into this unusual and far-flung fanbase by analyzing the social media content of 547,000 followers of the official Leeds United F.C. Twitter account. Our analysis, powered by Affinio, unearthed fan psychographic and demographic insights utilizing machine learning and artificial intelligence.

Utilizing an interest based clustering approach, we found that approximately 7% of all followers of Leeds United F.C. on social media fall into the “Moderate to Hard Core Leeds United F.C. Fans in South America” cluster. These people closely follow Leeds United F.C. news sources, self-describe on social media as Leeds United F.C. fans, and regularly talk about Leeds United F.C. on social media. The vast majority of people in the “Moderate to Hard Core Leeds United F.C. Fans in South America” cluster live in Argentina.

Read the full report which includes detailed information about the members of the Leeds United fanbase in South America.