The Chicago Bulls are strengthening their connection with Spanish-speaking fans through @losbulls, an Instagram account launched in 2024 by SPORTFIVE. The goal is to speak their language, immerse themselves in their culture, and build an engaged community around the franchise.
In this Success Story:
The Challenge: Speaking the Language of the Fans to Build a Truly Engaged Community
Engaging an international fanbase requires more than translation—it demands a deep understanding of cultural codes, tone, and audience expectations. With this in mind, the Chicago Bulls, with support from SPORTFIVE, launched an ambitious project in September 2024: @losbulls, a Spanish-language Instagram account to connect with the franchise’s Spanish-speaking fans both in Chicago and around the world.
The account launch marked another step for the Chicago Bulls’ continued efforts to grow and cultivate a global fan base. Having already stood up a French-language account, @leschicagobulls, as well as frequent postings on multiple Chinese social media platforms, the Bulls saw an opportunity to reach the 10% of their Instagram followers who reside in Spanish-speaking countries.
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The Goal: Deepen Connections with Bulls Fans Worldwide
The mission: tap into demand from Spanish-speaking supporters by delivering content tailored to their cultures, references, and, of course, their passion for the Bulls. It was paramount that this account engaged and connected with fans on their terms. Whether through authentic and compelling digital and in-person experiences or opening the door for strategic brand partnerships, @losbulls was created to specifically serve Spanish-speaking Bulls fans and deepen their connection to the team.
A Tailored Editorial Strategy to Engage a Passionate Audience
Launched on September 17, 2024, the @losbulls Instagram account is far more than a simple translation of the Bulls’ main account. On the contrary, it’s the result of a targeted editorial strategy developed within the Spanish-speaking community and coordinated by the Bulls in partnership with SPORTFIVE’s teams, who bring valuable experience from launching and managing the French-language account @leschicagobulls, active since September 2022.
This ensures editorial content is both locally relevant and globally consistent, maintaining authenticity, agility, and cultural precision. In practice, @losbulls is built on:
A local tone of voice, using expressions, cultural references, and humor familiar to Spanish-speaking audiences
Celebrations of Spanish-speaking Bulls legends, such as Pau Gasol, Andrés Nocioni, and Nikola Mirotić
Reactive live coverage, adapted to the team’s schedule and performance, with increased presence on game days
Immediate Success Driven by Agile Content Strategy Within a year of launch, the results speak for themselves: Instagram – @losbulls
followers
impressions
video views
engagements
with an average engagement rate of 6%
original posts published
80 games covered live
The project has been recognized as a standout success within the industry, earning two nominations at the 2025 Hashtag Sports Awards in the categories “Best Global Campaign (Launch)” and “Best Launch Campaign.” The account is also the 3rd-most followed Spanish-language Instagram account in the NBA and the 5th-most followed international Instagram account in the league. These honors highlight the strength of the strategic approach and its international impact.
A Proven Model: @leschicagobulls, the Francophone Pilot Project
The success of @losbulls builds on @leschicagobulls, the Bulls’ first international Instagram account, launched in September 2022 ahead of the 2023 NBA Paris Game, with SPORTFIVE’s support.
Created to speak directly to French fans, the account features an original editorial approach blending basketball, pop culture, humor, and storytelling—all with a strong local flavor. In less than three years, it has grown to over 108,000 followers, making it the 6th-most followed international Instagram account in the NBA.
This success demonstrated the untapped potential of international fan communities — directly leading to the creation of @losbulls, designed specifically for Spanish-speaking fans.
Looking Ahead: A Global Vision for the Bulls
2025 marks a new chapter in the Bulls’ international journey with the selection of French prospect Noa Essengue, just 18 years old, as the 12th pick in the 2025 NBA Draft — a powerful example of the franchise deepening its global ties.
Thanks to SPORTFIVE’s expertise in digital internationalization strategies and a local, authentic approach, the Chicago Bulls continue to expand their global reach and prove their ability to speak the language of their fans, understand their culture, and meet them where they are.
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