Case Study: CF Montréal gains clearer fan sentiment insights with Meltwater

CF Montréal tracks 14,000 rebrand reactions with Meltwater

CF Montréal, a professional Major League Soccer team, faced the challenge of monitoring public and media reaction to its significant rebranding from the Montreal Impact. The club needed to understand sentiment across both English and French media channels to gauge the success of the change and support its goal of growing a global fanbase. To achieve this, they turned to the media monitoring and communications solutions provided by Meltwater.

Using the Meltwater platform, CF Montréal was able to track over 14,000 relevant social media reactions in the first three days after the rebrand. The solution provided in-depth sentiment analysis, revealing that while initial negative reaction was vocal, overall sentiment was more neutral, with 40% of reactions being neutral and the split between positive and negative being closer to even than anticipated. Meltwater enabled the team to monitor coverage in both languages, identify key influencers, and use data-driven insights to validate their strategy and guide their communications efforts.

CF Montréal