I am planning on building a football (soccer) related website that focuses on football culture, the website will target a non-English speaking audience, as part of my research and study I found several English websites that focus on the same sector, one of them is the football version of Bleacher Report, and I noticed that they get massive social media engagement and impressions on their accounts, and I am wondering what is their digital and social media strategy focuses on, it's obvious that they produce a high quality and creative content, but how do they promote it in a way that achieves such a result?
Bleacher report is owned by Turner Network and CNN extensively links to them as a source. CNN makes up all of their top linking domains. This helps their online visibility. Couple that with the extreme loyalty of sports fans and it makes sense they have huge engagement.