On social media, visual content is important. However, the accompanying text, or copy, also plays a key role in complementing and enhancing the message. There are many ways to approach it — from a purely informative style, to a more ironic or humorous tone, or even keeping it short and punchy.
The moment during the match when a post is published is crucial in determining how it should be communicated. It’s not the same to post when the players are stepping onto the pitch as it is after your team has suffered a painful loss in an important game.
Below, we’ll share some examples of how to communicate during different phases of a match.
Pre-Match
The pre-match moments, before the referee’s whistle signals the start, range from the arrival of the athletes at the venue to the first kick of the ball.
In these cases, typical content might include the starting lineup, warm-up routines, or the team’s entrance onto the field.
1- FC Barcelona
FC Barcelona always uses this copy to announce the starting lineup. It’s a way of establishing a consistent corporate style and making it easily recognizable:
The copy’s post: BARÇA XI 🚨
2- Los Angeles Lakers
Los Angeles Lakers announces that the players have arrived at the stadium to get ready for the match. They take the opportunity to turn it into a sponsored segment.
The copy is: Game 1 fitted ✨
@toyotasocal x #LakeShow
3- AC Milan
AC Milan created pre-match content showing the players emerging from the tunnel onto the pitch. It’s an effective way to bring content to social media in the moments leading up to kickoff.
Read this copy: Lights on: let’s go Milan!
4- Philadelphia Eagles
The Philadelphia Eagles used this copy ahead of this season’s Super Bowl, emphasizing that it had been a strong season — and all that was left was to finish the job.
The copy of the post: Time to finish the job 😤
5- Atlético de Madrid
Atlético de Madrid shared a pre-match copy highlighting the message that there’s no place like home.
This is the copy: Home sweet home 🏠
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On Time
During the match, many moments can take place that shape the outcome. Several key players are involved — they’re the ones who bring these moments to life.
Depending on what you want to communicate, the copy can take on a more narrative style or be direct and to the point
1- Red Sox
The Red Sox posted a copy that captured the high point of the game — the decisive moment of the match. A simple yet highly visual piece of text.
Copy: The Moment 🖼️
2- Indiana Pacers
The Indiana Pacers, in Game 1 of the Conference Finals, used a narrative approach — describing a key play or simply highlighting its aesthetic appeal.
This is the copy: @tyresehaliburton steal ✅
@turner_myles dime ✅
@pskills43 slam ✅
3- Girona FC
Girona FC highlighted a decisive moment from their key player, Stuani, whose intervention secured the win for the team. The striker scored a crucial goal.
Read the copy: 🐐 Cristhian Ricardo Stuani Curbelo. T’ESTIMO ❤️
4- OKC
The Oklahoma City Thunder played off their player number 7, Holmgren, with the idea that if you go to sleep early, you’ll miss out on his quality plays. It’s a clever way to grab attention.
The copy: If you slept on 7, it’s time to wake up 😤
5- Crystal Palace FC
Crystal Palace FC posted a set of photos showing the fans after the goal in the FA Cup final. The message is straightforward: capturing the emotion of the supporters during the match.
Top copy: That 1-0 feeling 🥰
Post Match
When a team takes the victory, it’s always much easier to communicate. However, it’s important to have strategies in place for when the team loses as well.
Usually, victory allows for more creativity and flexibility in messaging, while in defeat, there’s more reflection and a focus on encouraging the team or expressing gratitude to the fans.
1- FC Barcelona
Communication after a defeat is very important. It’s essential to know how to highlight your team’s performance at every moment. This is what FC Barcelona posted after their loss to Inter Milan in the Champions League semifinals.
This copy: Could not be prouder of this team. 💙❤
Quin ORGULL d’equip
Orgullo de equipo
2- AS Roma
AS Roma enthusiastically communicated their victory over AC Milan, sharing the excitement with fans across all platforms. Their message captured the pride of the team and the passion of the supporters. Sometimes, less is more.
The post copy’s: DAJEEEEEEE 💛❤️
3- Kansas City Chiefs
When a team loses, there’s always one key aspect to highlight on the post: the attitude of the fans who came out to support the team. This was the case with the Kansas City Chiefs when they were defeated in the Super Bowl final.
Read this copy: Not the ending we hoped for, but we wouldn’t want to go on this journey with anyone else.
Thank you for being the best fans in the world ❤️ #ChiefsKingdom
4- New York Knicks
The New York Knicks used the technique of directly addressing their followers to announce an important milestone: reaching the Conference Finals.
This is the copy: YOUR KNICKS ARE EASTERN CONFERENCE FINALS BOUND
5- Orlando City
Orlando City used a clever wordplay to announce a win in a match — an original and fun way to do it. Sometimes use a little bit of humor, it’s great.
Original copy: WINsday 😁
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