Return to form after Jose Mourinho’s sacking reaps digital rewards for English soccer club.

Ole Gunnar Solskjær’s appointment as caretaker manager of English soccer giants Manchester United has reaped immediate rewards for the Premier League club across their global media channels.

Since the Norwegian stepped in for the sacked Jose Mourinho, United have won all four of their Premier League games, scoring 14 goals and conceding just three. As a result, the team’s upturn in form has coincided with a surge in interactions from fans engaging with the club’s official media platforms.

The period between 18th and 31st December saw the highest ever weekly downloads of the club app outside of its launch period, while the platform has also achieved its highest weekly reach, highest average session duration and highest visit frequency. The app also set a new record for daily active users on 26th December when United beat Huddersfield 3-1, and the previous record was exceeded three times during the aforementioned two-week period.

Meanwhile, the Red Devils’ website reach in the week of Solskjær’s appointment was up three times compared to the average week this season so far, while it also received more visits between 18th and 31st December than the websites of Spanish giants Real Madrid and Barcelona combined.

Elsewhere, the two weeks after United called upon their former striker saw the club’s weekly follower growth on social climb 120 per cent compared to the average week this season to-date.

On Facebook, Instagram and Twitter, the same period saw United record 55.7 million interactions, which was more than any other sports team and 45 per cent higher than Barcelona who received the second most interactions on the three main social networks. On Twitter specifically, the 20-time English champions’ handle was mentioned in 35.1 per cent of the total conversation of the top ten most followed clubs on the platform.

Finally, on YouTube, United’s channel on the video-sharing website enjoyed its highest subscriber growth outside of launch period, while fans watched the equivalent of 88 years’ worth of the channel’s content in the two weeks after Solskjær replaced former Chelsea manager Mourinho.

Commenting on the statistics, a United spokesperson said: “Clearly what happens on the pitch comes first at Manchester United and everyone at the club understands that. Ole’s arrival provided a massive surge of interest in the club’s own media channels globally, showing the importance of platforms such as the MU app, the website, and social media in reaching our fans around the world.”

United remain sixth in the Premier League but are now just six points off the top four. They return to league action away to Tottenham Hotspur on Sunday.

This article was contributed to the Totum Sport website by Soccerex.