New England Patriots Use Facebook As Primary Online Presence

The New England Patriots have partnered with Buddy Media to create a new Facebook page that is now their primary source of online content for fans. The Patriots Fan Zone offers fans of the team a opportunity take part in team-related discussions with other fans, stay up to date on games and events through a team calendar, send Patriots-themed virtual gifts, participate in Fantasy Forecast and more.


Several of the features in the Fan Zone still link back to the Patriots’ official Web site, but the new Facebook page is intended to be their primary online portal for fans. Both the team and Buddy Media acknowledge that it’s much easier to bring together fans through Facebook, where followers of the team are already congregating.

“It’s still very difficult to pull people into other gated communities. We think leveraging against Facebook is a no-brainer. The audience they have and their data speaks for itself,” said Buddy Media CEO Mike Lazerow, whose company also handles social media for sports-related clients like Reebok and Sports Illustrated.

The Patriots were looking for a way to expand their social network presence, and decided to tap the team’s the existing fan base on Facebook.

“We really weren’t anywhere [before] as it relates to social media. We had to get into the game, and to have that kind of audience we have on Facebook, you can’t get that kind of immediate impact on [],” said Patriots Dir of Interactive Media Fred Kirsch.

The original Facebook official fan page for the Patriots still exists, and fans are still using this page to post comments and photos. There hasn’t been any recent activity from the team, and there is also a lack of any sort of redirect or alert to let the 160,000-plus fans of the team know that the new fan zone exists on another page. It’s obvious that many fans already know about the move, however, as the new page with the Fan zone already has more than 120,000 followers.

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9 Responses to “New England Patriots Use Facebook As Primary Online Presence”

  1. Facebook Pages Taking On New Importance | SEO EXPERTS says:

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  2. links for 2009-09-30 : The ChipCast || by Chip Mahaney says:

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  3. Digital news paradigm shift? « InfoMash says:

    [...] initially for news about well defined geographic areas or niche topics, such as a university or sports team. But the use of social site news aps could rapidly broaden once news consumers grow accustomed to [...]

  4. Some Wins and Losses for Football Pages and Apps on Facebook says:

    [...] individual NFL team has taken a more interactive approach to its Facebook presence. The New England Patriots have made their Facebook page the official team site, after recognizing that fans logging on to check out team information were likely already active on [...]

  5. Why social media should be on Football Clubs’ radar « Ed Hartigan says:

    [...] sports teams really have no excuse. The US sports teams are much better at it and examples such as New England Patriots show what can be done. We also see more of the athletes themselves embracing the tools, all be it [...]

  6. האם אתר האינטרנט ייעלם מן העולם? | חורים ברשת says:

    [...] Facebook מציג את המקרה של New England Patriots שמשתמשים בפייסבוק כנוכחות העיקרית שלהם ברשת. ראו את [...]

  7. David Hutchison says:

    I wonder if, like the NHL, their official web page is controlled by the league and revenues are lost to them. Facebook might be a way to capture revenue without having to share it with the NFL.

    Great way though to connect with the webs largest demographic.

  8. Facebook Pages: The single best way to connect with young(ish) donors | Fundraising for Teams and Small Organizations says:

    [...] OK, so it’s a great tool but I’ll bet you couldn’t imagine investing your energy in Facebook over a web page. Consider that the NFLs New England Patriots now consider their fan page to be their number one source of online content for fans. Read: more important than their web page ( Sept. 29,2009). [...]

  9. The Torch – New England Patriots Join the Social Media Bandwagon says:

    [...] Patriots were looking for a way to make their social network presence bigger. “We weren’t anywhere [before] as it relates to social media. We had to get into the game, and to…stated Patriots Director of Interactive Media, Fred [...]

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