Following the remarkable growth of Top Rank Boxing’s Spanish-language Facebook page in 2023, the social media team identified the Spanish-language Instagram, @TRBoxeo, launched later that same year, as the next key focus for expansion.
Beginning 2024 with 150,000 followers, the primary goal was to position the page as the premier destination for Spanish-language boxing content on Instagram. This included comprehensive event coverage for all Top Rank bouts and a dedicated focus on highlighting the promotion's Hispanic athletes. Clear targets were set: reaching 400,000 followers by year-end and establishing the account as a trusted resource for both fans and athletes.
Building a Following
Recognizing the significant presence of Spanish-speaking fans on Top Rank’s English-language Instagram page, the team strategically encouraged fan engagement with the new @TRBoxeo page through collaborations, using the promotion’s strong Hispanic athlete base as the bridge between the two pages. Key moments, such as Top Rank's annual Puerto Rican Day weekend event, became pivotal for cross-page collaborations, with either account leading efforts to highlight rising stars like Puerto Rico’s own Xander Zayas.
Beyond its platforms, Top Rank actively connected with the Spanish-speaking community, particularly through its broadcast partner, ESPN. ESPN Deportes and ESPN Knockout played a crucial role in reaching a broader audience. This partnership culminated in an Instagram collaboration between ESPN Deportes and @TRBoxeo, amassing an impressive 11.3 million views.
Core Strategy
The internal strategy for the year focused on two key pillars: providing specialized coverage for Hispanic athletes and localizing content as much as possible. Event-to-event, the Spanish-language account adapted to celebrate the cultures and personalities of the athletes and the locations visited—whether it was showcasing a poster designed by a Puerto Rican artist for Xander Zayas’ first main event in NYC or embracing the spirit of Mexico with traditional games alongside fighters in Phoenix. The goal was to celebrate what resonated deeply with the audience and the athletes. Equally important, the team prioritized keeping as much of the content as possible in Spanish to ensure accessibility and authenticity. This commitment required significant investment in resources, including additional designer and editor hours, to deliver high-quality translations and accurate content. By focusing on language and heritage, the platform was built to be genuine to Hispanic fans and athletes.
In its second year, Top Rank's Spanish-language Instagram page achieved remarkable success:
Beyond the impressive numbers, Top Rank's Spanish-language Instagram has become deeply embedded in the community, particularly among Hispanic athletes. Many fighters have embraced the channel, making a deliberate effort to reference and engage with @TRBoxeo across their personal social media efforts. This shift reflects their appreciation for the dedicated focus and resources committed to amplifying their stories and connecting with their fans in a culturally resonant way.
