Gianluigi Donnarumma’s farewell to Milan ignited the web. An unprecedented case, due to repercussions on the player and involvement of online users. This was revealed by a search by Socialcom which, with the help of the Blogmeter platform, analyzed the conversations on the net (Social, News, Blog and Forum) in the period following AC Milan’s Champions League qualification (23 May) and the announcement by Paolo Maldini on Twitch (May 26) about the future of Gianluigi Donnarumma.
In the period between winning the Champions League and 8 June, the mentions referable to the goalkeeper were over 200 thousand, while the flow of interactions generated was over 4 million. From the analysis of Donnarumma’s official social accounts (Facebook and Instagram) it was also found that interactions have grown over 8% compared to the previous seventeen days and his fan base has lost about 19K followers within a few days.
And the comments from fans and fans from the farewell news are almost entirely negative. Towards the player but also his agent, Mino Raiola, for the choice not to accept the renewal of the contract proposed by the club. Just the word “Raiola” is the most cited in relation to the name of Donnarumma.
On the contrary, the official channels of the club, in the same period analyzed (23 May – 8 June) recorded positive results, with an increase in the fanbase (especially on Instagram) and in the engagement of published posts.
“The communicative impact of the Donnarumma case goes beyond the broad confines of the sports and football world in particular, involving users who usually deal with political and social issues” explained Luca Ferlaino, founder of Socialcom. He added: “In times of pandemic attitudes that, rightly or wrongly, are considered unscrupulous, or in any case particularly aimed at pursuing an economic interest, however legitimate, are harshly criticized by the social media people”. Ferlaino concluded: “You can also understand this from the increase in credibility and from the consensus that the club finds, which is rewarded by the sentiment of the network, despite having lost an important player from a sporting point of view”.