Be Real

Background

Duolingo has successfully attracted users by tapping into fandom culture.
EPL overseas fans are mocked as “plastic fans,” partly due to language and cultural gaps.

Insight

Without language and local context, international fans struggle to connect deeply with their clubs.

Idea

Duolingo partners with Manchester United (EPL club that has the most international fans)
to create English lessons through club history and culture, turning fandom into language learning.