Sport for Business members generated over 12,000 posts across X, Facebook, Instagram, and TikTok in February, producing 4.25 million engagements and 11.1 million TikTok views, with rugby, football, GAA and the Winter Olympics driving engagement.

This data is supplied by our partners Olytico.

Irish Rugby was the standout performer, generating the most engaged content across X, Facebook and Instagram, while also topping engagement-per-post rankings on Facebook and TikTok following the Men’s Guinness Six Nations win over England.

The League of Ireland also delivered a strong cross-platform month as their 105th season kicked off, ranking among the most active accounts and leading the engagements per 1,000 followers metric on X and Instagram.

The NIFL continued to lead for activity across multiple platforms, while Ulster Rugby produced some of the strongest engagement-per-post results.

Team Ireland also generated strong engagement around Irish athletes competing at the Winter Olympics.

In the infographics below, we have ranked each of the organisations 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.

Today, we focus on X in the morning and Facebook in the evening with Instagram and TikTok to follow tomorrow.

 

February 2026 Highlights on X

 

Overview

Activity on X fell by 6% in February, with 4,557 posts published. Despite the drop in activity, engagements rose 46% month-on-month to 183,827.

Comparison to the same period in 2025 and 2024 however shows a steady decline in the ways in which fans are engaging through what was once the most important channel for reaching out directly to fans.

The engagements in 2024 were as high as 395, 571, or twice as many as in 2026. In 2025 they dipped to 305,266 but the fall is accelerating.  This years numbers are back to just below the level last seen in 2023, when the number of engagements was 218,860.

The decline is not universal though.  While Irish Rugby’s engagement per post has dipped from 488 last year to 371 in 2026, the FAI has risen from 199 to 251 and Ulster Rugby from 26 to 122 to round out the top 3.

 

Specific Highlights

 

The NIFL (675 posts, +16%) led activity on X. Their content leaned into Frank Ilett’s viral Manchester United haircut challenge, joking that he would have been better off supporting Carrick Rangers as the club recorded a fifth consecutive win.

 


In second, the League of Ireland (652, +76%) kicked off its 105th season.

 


The GAA (604, +35%) in third announced that Derek Kent will become the 42nd Uachtarán Tofa of the GAA next year.

 

 

Team Ireland (54, +286%) celebrated as Ben Lynch finished 8th in the Freestyle Skiing Halfpipe Final at the Winter Olympics.

 


Shamrock Rovers (163, +136%) saw father and son Aaron and Jack Greene both playing against Longford Town in a pre-season friendly.

 


Irish Rugby recorded the highest average engagements per post on X at 371 (+234%), and they were followed by Ireland Football (251, -23%) and Ulster Rugby (122, +221%).

 

The League of Ireland topped the average engagements per 1,000 followers metric (281, +64%).

 

Irish Rugby generated the most engaged with content on X in February as the Men’s team secured a record win against England, handing them their first defeat at Allianz Stadium since November 2024 – the post has generated over 5,000 public engagements to date (link).

 

 

X Analysis – Wednesday AM
Facebook Analysis – Wednesday PM
Instagram Analysis – Thursday AM
TikTok Analysis – Thursday PM

 

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

Image Credit: Sport for Business

 

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