BCW Sports, the specialized sports practice of BCW (part of WPP), based in Lausanne, has released its “2022 International Sports Federations Social Media Ranking.” Published annually since 2016, this report captures the social media footprint of international sports federations.
In 2022, the International Cricket Council (ICC) led the way on social media, with a total of 92,211,411 followers across Instagram, Facebook, Twitter, TikTok and YouTube, and a 16 percent increase from the prior year. The performance of the Dubai-based world governing body of cricket was driven by its huge fan base in markets that are very active on social media, analysts explained. The International Football Federation (FIFA) ranked second in the overall ranking, with 51,433,519 followers and a 25 percent growth over 2021, followed by the International Basketball Federation (FIBA) at the third spot with 15,545,303 followers and a 12 percent growth. The International Equestrian Federation (FEI) dropped out of the top 10, while the International Automobile Federation (FIA) was a new joiner in the top lot at number nine. All international federations in the top 10 showed a 10 to 35 percent overall growth in their social media numbers. Volleyball World, with a 35 percent increase in followers across platforms, showed the biggest overall growth. Interestingly, and as was the case in 2021, three of the top 10 sports federations on social media are still not part of the Olympic program – ICC, FIA and the International Teqball Federation (FITEQ).
By social media platform, the ICC had the highest number of followers on Instagram: 25,638,709 followers on this channel, representing a 20 percent growth over the previous year. World Squash was the one achieving the highest growth rate on Instagram (+182 percent) last year. On Facebook, it was once again the ICC that recorded the highest number of followers (37,043,360, marking an 11 percent increase), in addition to having the highest number of interactions per post on social media. FIFA led the Twitter ranking in terms of followers (26,672,100), followed by the ICC at the second spot with 18,032,269. The ICC, however, topped once again the Twitter ranking when it came to the highest number of Tweets per day. The most followed international sports federation leader on Twitter was Annika Sörenstam, the president of the International Golf Federation (IGF), who overtook Seb Coe, the president of World Athletics.
On LinkedIn, FIFA had the highest number of followers (332,620), and FIFA president Gianni Infantino emerged as the most followed federation leader on that platform, with 65,392 followers. FIFA also emerged as the organization with the highest number of subscribers on YouTube (18,500,000) and an impressive 68 percent growth over 2021. This growth rate was only surpassed by World Athletics, at the seventh spot with a 69 percent increase last year.
TikTok is the platform that saw the most growth in 2022. TikTok channels grew by 4,978,783 followers and 23 new international sports federations. The overall growth rate of all TikTok accounts was 54 percent. World Athletics led this ranking, with 3,900,000 followers (+22 percent), followed by the FITEQ with 2,500,000 followers and a 67 percent growth.
The BCW’s social media ranking is based on the organization / corporate accounts of the international federations and their leadership and does not include the event-specific social media accounts. The 2022 International Sports Federations Social Media Ranking is available for download from the BCW’s website.
