On Oct. 16, 2025, the Chicago Bulls partnered with Migue Granados, host of “Soñé que volaba,” a daily Argentinean streaming show on the OLGA YouTube channel, for a special live broadcast from center court at the United Center. What began as a way for the Bulls to partner with a life-long fan, turned into a viral moment that connected the team with Spanish-speaking fans in a record-breaking livestream show.
This partnership was formed as part of the Bulls’ broader efforts to engage more Spanish-speaking fans around the globe, which has remained a strategic priority for the organization. In September 2024, the Bulls launched their @LosBulls Instagram account, which has since grown into the third-most followed Spanish-language Instagram account in the NBA with 19% hailing from OLGA's home country of Argentina. The team keeps its global fanbase in mind across platforms. For instance, 9.6% of users who follow the primary Bulls Instagram account are in Spanish-speaking countries, as of August 2025. The Bulls’ commitment to celebrating and connecting with fans extends beyond the team’s new social channels. The Bulls host a Los Bulls game each season – this year on Feb. 21 – to celebrate the vibrant spirit of the Latiné community.
The Bulls collaborated with OLGA, one of the most popular daily streaming shows in South America, to authentically connect with their global fanbase while also fulfilling their responsibility of providing a legendary experience to Migue – in this case, making his dream of hosting a show from the United Center come true.
With our @LosBulls account, we’ve been committed to growing and cultivating our Spanish-speaking fanbase through authentic and compelling content. As the Bulls set out to bring this collaboration to life, the team wanted to devise a program that (1) increased awareness of the Bulls brand through OLGA’s channels, (2) drove people to and grew @LosBulls channels, and (3) grew the team’s known international fanbase.
The Bulls worked closely with OLGA’s hosts to structure a livestream that supported both the diehard Bulls fans and those less familiar with the team or sport. Programming included a heartfelt letter from Migue on the meaning of this experience, a mock gameday experience – including a visit from Benny The Bull, a basketball history discussion with Argentinian journalist Adrián Paenza, a retail gifting moment, and a tour around the United Center.
Again, since the goal of the collaboration was to authentically insert the Bulls into OLGA’s channel to reach their audience, it was important to ensure that Argentinians could view the program at their normal time. This meant that the Bulls staff and team OLGA began a walkthrough and set up overnight to accommodate a 4:30 a.m. CDT start time for the livestream, allowing OLGA to connect with its audience without interfering with the Bulls’ usual gameday routine.
To support the organization's goal of acquiring internationally known fans, the Bulls launched a two-part activation on Bulls.com/OLGA, where fans could submit their information for a chance to ask a question on the livestream and win Bulls merchandise. This not only led to a more interactive show, but also assisted the Bulls in building a long-term connection with the viewers after the livestream.
64,000 live concurrent viewers tuned in to watch the OLGA livestream and 9.7M views across platforms. The livestream would become one of the most-watched YouTube streams ever supported by an NBA team. In addition, #OLGAxLosBulls placed in the top-10 in trending topics on X in Argentina on the day of the livestream. The collaboration also received pickup in five prominent Argentina media outlets.
The Bulls and Soñé que volaba amplified the viral moment through social media, including on @LosBulls on Instagram, reaching more than 3.8M accounts, totaling more 9.7M views and 400K engagements. One post featuring the hosts Migue Granados and Lucas Fridman is also now one of the top-10 best performing posts in @LosBulls history. Through the livestream and @LosBulls promotions, the Bulls estimate they gained 3.5K international known fans and 6.3K new @LosBulls followers.
The Bulls also received great feedback on the activation issued on Bulls.com/OLGA. 3,500 people entered the sweepstakes and more than 1,400 requested the opportunity to ask a question on the show.
The livestream marked another crucial step in the Bulls’ efforts to engage more Spanish-speaking fans around the globe and demonstrated a creative, authentic approach that set a standard for the league and sports industry.
