Signing South African stars like Mbekezeli Mbokazi brings extra benefits beyond the game

Football clubs recruit players mainly for their skills during matches, yet nowadays they also offer advantages through the buzz and follower counts they attract on social platforms, particularly for teams unaccustomed to much attention.

Upon Fosters arrival at the Premier League side in January 2023, his introduction clip attracted 17 million views right away, sparking a surge in registrations from South Africa on all their online channels.

Foster maintains a fairly average Instagram audience, nearing 78,000, but for supporters from South Africa, the focus tends to be more on the team than direct player chats, such as advising the manager on his position or questioning his substitutes role.

Admirers of South African football have long been outspoken and forthright, though online networks now allow them to express opinions louder than ever, and they make full use of it.

The nations leading outfit, Kaizer Chiefs, boasts more than 10 million fans on its digital outlets, and during games, activity explodes with both praise and criticism, always full of lively exchanges.

Supporters act as armchair tacticians, convinced they hold the key strategies for squad or individual success, and they freely voice these thoughts.

South Africa lacks numerous stars in elite foreign divisions, with Foster as the sole representative in a top five European league, though that might change this campaign should Burnley drop down.

Thus, when a well liked athlete transfers to a respectable competition, it adds an element of freshness and draws crowds eager to support.

Mbokazi transferred to Chicago Fire from Orlando Pirates, the fierce rivals of Chiefs in Soweto and the countrys runner up in popularity.

At just 19, he had become a fan favourite following his rapid ascent at both club and international levels via his energetic performances.

His shift to Major League Soccer sparked discussions, as plenty felt he deserved a higher tier, echoed by national coach Hugo Broos in his remarks.

Once Fire confirmed it, the news created quite a stir, and the club was taken aback by the response on their online profiles.

As reported by The Athletic, within the initial two days after the reveal, Fire gained 180,000 new followers overall, topping MLS in interaction levels.

By early March, nearly 600,000 South African users track Fire, making up a fourth of their total online followers. Their Facebook numbers jumped from 320,000 to roughly 540,000 in seven days.

When assessing the athlete and learning of his origins, plus the enthusiasm from South Africans calling him a once in a generation prospect, it begins to sink in, explained Chicago Fire manager Gregg Berhalter.

Yet grasping the full extent of his fame proved challenging. Witnessing the sudden wave of online activity caught us off guard.

Undoubtedly, expanding social followings carries financial gains today, and though these figures seem small overall, they enhance Fires capacity to earn from digital avenues. This extends to the league too.

MLS shared a Facebook clip of Mbokazis double goal line saves on his first outing, now at 8.6 million views. It reaches over 5 million on TikTok, far exceeding typical league content that hovers between 20,000 and 30,000.

Any Chicago Fire update featuring Mbokazi in practice or relaxed moments quickly builds momentum, surpassing a million views, compared to standard posts that might hit a few hundred thousand tops.

Evidence shows its not solely Mbokazi driving this. Fire also brought in South African winger Puso Dithejane, who might need longer to settle in MLS. His greeting video on TikTok has notched 1.2 million views, well beyond the usual for the club.

On field priorities remain paramount, yet in our connected era, where brand visibility and sponsor returns matter greatly, choosing the appropriate South African talents could serve as a useful asset for teams aiming to expand their reach and appeal.

Clearly, Mbokazis addition has mapped Fire onto the African scene, and as he progresses, that curiosity will expand further with a World Cup on the horizon.