The video released last Friday by Athletic Club to announce Nico Williams’ contract extension until 2035 garnered an impressive 65 million views across its official channels, making it one of the most viral pieces of content in world football that day.

According to the Bilbao-based club, this figure was only surpassed on July 4 by Liverpool FC, due to the global impact following the tragic death of their striker Diogo Jota, which occurred a day earlier in a traffic accident in Zamora.

Nico Williams’ renewal video 👇

The data shared by Athletic Club, which boasts a digital community of 17 million followers, reflects an unprecedented impact. That same day, Real Madrid recorded 59 million views, and FC Barcelona only reached 19 million, despite having fanbases 30 times larger than the red-and-white club.

A milestone in Athletic Club’s digital communication

The video, now considered a historic milestone in Athletic’s digital communication, features a hooded graffiti artist spray-painting the phrase “WIN (Williams Iñaki Nico) 2035” alongside an image of Nico Williams on a mural in Barakaldo (Bizkaia), which had been vandalized multiple times in recent weeks.

In the emotional closing of the video, Nico appears in the red-and-white jersey, pointing to the Champions League logo, and declares:

“When it comes to making decisions, for me, what matters most is the heart. I’m where I want to be, with my people. This is my home. Aupa Athletic.”

Impact surpassing the club’s recent triumphs

The video’s social media reach outshone even the most thrilling moments in the club’s recent history, such as winning the Copa del Rey in Seville, the spectacular Gabarra parade, or the 2021 Supercopa victory.

With this production, Athletic Club de Bilbao not only secured the loyalty of one of its biggest stars but also showcased the strength of its digital brand and its connection with a global audience, even against giants like Real Madrid, Barcelona, and Liverpool.