He noted that current Bulls forward Chris Duarte of the Dominican Republic already posts Spanish-language clips on his social media and interacts with fans in Spanish. Dukich believes that if the Bulls can use dedicated Spanish-speaking staff to curate that content on @LosBulls instead of, say, running the Bulls’ English-language social media through a translator, it’ll result in more meaningful connections.
That belief is based on the Bulls’ experience launching its French-language Instagram, @LesChicagoBulls, with @LosBulls agency partner Sport5 in 2022, just ahead of a game against the Detroit Pistons in Paris in 2023. @LESChicagoBulls now has more than 108,000 followers, the fourth-largest international Instagram account in the NBA, and has Bulls and Bulls alumni, including Joakim Noah, Adama Sanogo, and Nikola Vucevic contributing French-speaking content.