Olytico’s analysis for May 2025 encompasses over 14,500 posts, 4.6 million engagements and close to 24 million views of Sport for Business member organisations’ content on TikTok.
The last three months (March, April and May 2025) were the busiest months on record since Olytico’s analysis began.
May saw impressive engagement figures for Facebook (+20%), highlighting that whilst platforms may see fluctuations in popularity and prominence throughout the sporting year, they all still play a vital role in sport’s digital communications landscape.
It was a busy month for the League of Ireland which is reflected in their impressive standings in the ‘engagements per thousand followers metric’ and the United Rugby Championship deserve special recognition for their staggering 13 million views on TikTok during May – a figure we expect to see broken when it comes to June’s analysis thanks to their Play-Off series content, and a home final for Leinster at Croke Park.
Katie McCabe’s success with Arsenal delivered success for the Ireland Football accounts, and McCabe featured in the top five posts for the organisation on X, and Facebook, three of the top five posts on Instagram, and the top three posts on TikTok.
Throughout this week’s coverage, we have ranked each organisation across a range of metrics on each network, including the most active, the most engaged with, and the most engaging content, as well as engagements per 1,000 followers where possible.
It is important to note that this analysis is based on publicly available data. It does not include any analysis or insight on paid or promoted content. When % figures are used (unless otherwise stated), they refer to the previous month’s figures.
Here is how our monthly report coverage will shape up during the week.
X Analysis – Monday
Facebook Analysis – Tuesday
Instagram Analysis – Thursday
TikTok Analysis – Friday
May 2025 Highlights on Instagram
Instagram activity fell 5% to 3,301 posts and saw a similar 5% decrease in engagements to 2.8million. In a positive trend though this compares to activity in May 2024 of 2,583 posts and engagements of 2.56 million.
The League of Ireland topped the activity charts with 702 posts (+6%) with a throwback post as Shamrock Rovers’ Cory O’Sullivan took it past Spain’s Lamine Yamal at the UEFA European U17 Championship Quarter-Final.
View this post on Instagram
The NIFL in second (355, -35%) saw Dungannon Swifts FC looking forward to a European Conference League adventure next season and in third, Leinster Rugby (167, -14%) showcased what it meant to Andrew Porter to be selected for the British & Irish Lions.
View this post on Instagram
View this post on Instagram
Irish Rugby (13,692, +564%) topped the average engagement per post chart, followed by Ireland Football (3,893, +74%) and the GAA (3,805, -7%).
The Rugby and GAA numbers were well up on last year.
The League of Ireland (3,229) claimed the top spot for ‘highest engagements per 1,000 followers’.
They were followed by Athletics Ireland, the Northern Ireland Football league and Volleyball Ireland.
With close to 65,000 public engagements to date, this Irish Rugby post celebrating the initial fifteen Irish players called up for the British & Irish Lions squad to tour Australia was the most engaged with content on the platform in May.
View this post on Instagram
X Analysis – Monday
Facebook Analysis – Tuesday
Instagram Analysis – Thursday
TikTok Analysis – Friday
If you would like to be part of the Sport for Business community and be added to the list, email us today and let’s see what is possible. If you would like a more detailed analysis of your social media activity, contact ross@olytico.com
Sport for Business Research RoundTable
Our membership has spoken, and the results of our annual review will be published on July 7th, outlining what we think and what we plan to do.
Then, on the following Wednesday, July 9th, we will host a Round Table event for Sponsors, Rights Holders, and Agencies to dive a little deeper and share their thoughts on the research and where we stand in mid-2025.
Find out More about Our Sport for Business Events Programme Here
The Latest Sport for Business Podcasts
Further Reading for Sport for Business members:
Check out more of our Sport for Business coverage of Social Media
SPORT FOR BUSINESS PERSPECTIVE
This is by far the strongest showing year on year in terms of the engagement figure.
WHAT’S UP NEXT?
TikTok will be covered here on Friday morning..
Sport for Business is in planning for major events bringing together leaders in Irish Sport and Business across a range of subjects in the second half of the year.
On Thursday, August 29th we will host a special event looking at the Future Proofing of Irish Sport including the use of AI in sport..
Find out More about Our Sport for Business Events Programme Here
MEMBERSHIP AND EVENTS
All the sporting bodies listed in this Monthly Report, as well as all the leading sporting and business organisations in and around the world of sport are among the 300+ members of the Sport for Business community.
This includes all of the leading sports and sponsors, as well as commercial and state agencies, individuals interested in our world, and an increasing number from beyond these shores taking a keen interest in Ireland.
Find out more about becoming a member today.
Get the full benefit of a Sport for Business membership by joining us at one of our upcoming events, where sporting and business leadership come together.
Or sign up for our twice-daily bulletins to get a flavour of the material we cover.
Sign up for our News Bulletins here.
