The World Cup will bring more attention to the social media accounts of the participating protagonists, while the possibility of Real Madrid's return is also highly anticipated.
The North American World Cup will draw external attention to the social media accounts of the major protagonists. Sponsors have this demand, and the protagonists' own communication rhythm is also driving this. Only if Mourinho makes a highly probable return to Real Madrid, driven by Florentino, and this materializes after the election process is confirmed, could it divert attention from this annual sporting event.
In an increasingly interconnected, social media-driven world, when it comes to football coaches using social media, Mourinho seems to be one of the pioneers. A New York Times article from December 2020 also confirmed this. At that time, after 10 months of coaching Tottenham, Mourinho reactivated his account, gaining about 1.5 million new followers in just one day; today his followers number about 5 million.
Mourinho is currently coaching Benfica and is about to be officially announced by Real Madrid. He is considered one of the greatest coaches in history, with a coaching career spanning over 20 years, having managed several top clubs in world football.
The article at the time highlighted a little-known side of Mourinho. The outside world was accustomed to seeing his fiery personality in games and training, but his personal life content began to attract attention, such as a 15-second shoe-shining video, a photo of him checking his phone in the snow, and a photo of him eating popcorn on a bus. Mourinho once stated in an old interview that he only opened a social media account to meet sponsor requirements while coaching Manchester United from mid-2016 to December 2018. He used the platform until May 2018 and did not return until coaching Tottenham at the end of 2020.
Mourinho even admitted that sponsors asked him to return to social media. He said: "When we closed the account a few years ago, it had millions of followers, and they were not happy about it."
Mourinho's true return to social media is related to the Amazon documentary. It is said that he was unhappy with the long-term filming by the "All or Nothing" crew when he was coaching Tottenham. Although he complained at the time, he also understood that showing daily life on and off the field would generate public interest.
Five years later, Mourinho announced the launch of his personal wine brand "The Special One" via social media in January 2025. This moniker became his trademark in 2004. At that time, he was coaching Chelsea and stated at a press conference: "Please don't call me arrogant, but I am a European champion, and I think I am special." Since then, people have begun to call him "The Special One."
Experts believe that the entry of football coaches, including veteran coaches like Mourinho, into social media is part of a collective trend. They have realized the importance of communicating with the public, despite the increasingly apparent presence of so-called "haters." More importantly, social media is also a way to promote associated brands, a practice that has been very mature in Europe for many years; in Brazil, this trend is relatively new.
Claudio Fiorito, CEO of P&P Sport Management, stated: "Mourinho understood earlier than many coaches that social media is no longer just a space for self-promotion, but a strategic platform for brand positioning. Today, building an image in the digital environment is already part of any football professional's career, including coaches. In addition to strengthening connections with fans, this can expand business opportunities, attract sponsors, and open doors to new businesses, as we are seeing more and more in Europe."
Thiago Freitas, Operations Director at Roc Nation Sports, analyzed: "Many people use social media to display a fictional, dazzling, and false luxurious life, ultimately misleading and frustrating many. On the other hand, social media can also make those admired figures more 'human.' The public often perceives them as exceptionally talented, inaccessible, and completely different. It is very beneficial for big idols in sports or music to show snippets of their daily lives, the joys or difficulties at home, and ordinary life. Many times, professionals in leadership positions need to be stricter and tougher on the field than usual, and on social media, they can show what they are like when not playing, which helps bridge the gap between the public and professionals in many ways."
Alexandre Frota, CEO of FutPro Expo and former president of Ceará Sporting Club, stated: "Football is undergoing a significant transformation, and the way protagonists communicate with the public is changing. Coaches are no longer just figures confined to the pitch, but are beginning to play influential roles in the digital environment. Mourinho's case illustrates that authenticity, content, and social media presence can create brand value and establish important business connections. This trend has directly impacted the football industry and is expected to continue to grow in the Brazilian market."
Ivan Martinho, Professor of Sports Marketing at ESPM, believes: "For a long time, coaches were only seen as behind-the-scenes figures, their image appearing during 90-minute matches and press conferences. Social media has changed this logic. Mourinho was one of the first coaches to understand that the public not only wants to focus on results but also on people. He turned simple habits into content and launched his own products, which shows that coaches are no longer just leaders at the sports level, but have become brands. This change is not only present on social media. Behind-the-scenes content like 'Drive to Survive' has proven that managers and coaches can also be as important as players."
Ancelotti is a clear example. He is the coach with the most social media followers, with approximately 18 million. Since he took over the national team, he has gained almost 2 million new followers. The peak of popularity occurred almost a year ago, on the day he officially appeared as the new national team coach, gaining nearly 20 million new followers that day, while his daily average new followers were originally about 2,000 people.
The Brazilian Football Confederation also benefited from Ancelotti's arrival. For example, the CBF's social media account lost thousands of followers in early 2025 due to a scandal related to the departure of then-president Ednaldo Rodrigues, and then regained followers, reaching approximately 18 million at the time; currently, the number of followers exceeds 20 million.
The first video Ancelotti posted on his personal social media was titled "Hello, Brazil!", featuring images of several idols related to the Brazilian national team during his playing career, with over 11 million views.
The Brazilian national team coach's social media account is also used to post content related to his sponsor in Brazil, Brahma. A World Cup official promotional video posted six days ago has nearly 2 million views.
Bruno Salto, Marketing Director at Agência End to End, added: "Ancelotti's digital influence is a strategic asset for the CBF. In a context where social media interaction can translate into brand value, audience, and new revenue, having a coach with more followers than the entire football elite is an extremely special advantage. Even though Ancelotti himself has a low-key image, he has accumulated personal image value over a long period through authenticity, stable coaching results, and emotional connections with large global fan bases such as Real Madrid. This shows that in modern football, tactical leadership and digital influence are already inseparable."