Neymar Effect? Santos fan base rejuvenates with 57.4% under 35
A survey shows that 57.4% of Santos fans are under 35, highlighting a movement that spans both of Neymar's stints at the club.
A recent study by 2morrow Sports has highlighted a significant rejuvenation of the Santos fan base. The data shows that 57.4% of the club's supporters and members are under the age of 35, a trend that appears to align with the two periods in which Neymar played for the club.
The largest demographic segment is the 25-34 age group, accounting for 28.17% of the total. These fans were children or teenagers during the player's breakout years between 2009 and 2013, when he and his teammates secured major titles, including the Copa Libertadores.
This generation grew up forming their sports memories around the Santos team of that era. The star's return to his roots has re-engaged this audience, which has now matured. 2morrow Sports report
Additionally, 20.1% of fans are aged 16-24, and 9.2% are under 15. For these younger supporters, Neymar was already a global icon before seeing him back in a Santos kit. The club has been actively leveraging this appeal through digital strategies, particularly on TikTok and via their Santos TV platform, to foster a deeper connection between the fans and the institution.
Santos president Marcelo Teixeira noted that the club is prioritizing educational and social initiatives to ensure that the admiration for a single player evolves into a lasting identification with the club's badge. The long-term challenge for the club is to sustain this engagement beyond the current presence of its star player.