April 2026 was the second-most active month on record for Sport for Business members on social media. Over 15,400 posts were published across X, Facebook, Instagram, and TikTok in April, producing 3.64 million engagements and 14.2 million TikTok views.

Key sporting moments captured national attention throughout the month, including:

• Rory McIlroy’s back-to-back Masters victory was celebrated widely by Golf Ireland.
• Ireland MU17 Football qualifying for the FIFA World Cup.
• Ulster Rugby’s viral behind-the-scenes TikTok, which became the month’s single best-performing social post with more than 2.1 million views and 190,000+ engagements.
• Leinster Rugby’s collaboration with All Black star Rieko Ioane, the most engaged with Instagram post of the month.
• Eve McMahon’s Gold medal success at the Trofeo Princess Sofia Regatta.
• Mona McSharry breaking Irish and Championship records, driving strong engagement for Swim Ireland.

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.

 

April 2026 Highlights on X

 

Overview

Activity on X was down 6% in April from March, with 5,480 posts published. Engagements were down by a larger margin, falling from 283,187 to 122,415.  That fall mirrors the rise that took place in March, which had seemed to put the brakes on a precipitous decline in the channel’s relevance.

Comparison with the figures from April 2025 shows a dip in activity, from 6,581 to 5,480 and a fall in engagements from 201,797.

This fall in engagement has sped up again, then after a one-month reprieve in March. Going further back to March 2022, when the platform was still known as Twitter but had just been acquired by Elon Musk, the number of engagements was 279,824.  That year, we were tracking 39 members who were active on what was still Twitter, but ten of them, including Swim Ireland and Paralympics Ireland, are no longer using it.

 

Highlights

The NIFL (766, +4%) led activity on X as Portadown appointed David Jeffrey as their new Manager.

 

In second, the League of Ireland (723, -6%) saw Cork City score twice in added time against Kerry to take home all three points with Seani Maguire bagging himself a hattrick in the process.

 

In third, the GAA (586, -11%) and Dalata Hotels took actor Chris O’Dowd back to Roscommon to check out the new crop of talent within the U20 Football Championship.

 

Golf Ireland (63, +320%) celebrated Rory McIlroy’s back-to-back Masters win, and the Irish FA (160, +116%) submitted their planning application for their National Football Centre.

 

 

 

Ireland Football recorded the highest average engagements per post on X at 182 (-57%), followed by Leinster Rugby (57, +33%) and Connacht Rugby (51, -4%).  12 months ago, the same three had figures of 160, 78, and 30, coming in first, 4th, and 11th.

The League of Ireland topped the average engagements-per-1,000-followers metric (178). Four years ago, in April 2022, we introduced this metric for the first time.  In that month, those same three organisations had figures of 91, 120 and 160, with Golf Ireland leading the way back then with 681.

Ireland Football generated the most engaged with content on X in April as they celebrated Kevin Moran’s birthday, the only man to have won an All-Ireland title and to represent their country at a World Cup.

 

 


 

The GAA, Dublin GAA, Cycling Ireland, Athletics Ireland and Horse Racing Ireland are full members of Sport for Business.

If you would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.

Image Credit: Sport for Business

 

ABOUT SPORT FOR BUSINESS

Sport for Business is Ireland’s leading platform focused on the commercial, strategic and societal impact of sport. It connects decision-makers across governing bodies, clubs, brands, agencies, and public institutions through high-quality content, events, and insights.

Sport for Business explores how sport drives economic value, participation, inclusion and national identity, and how your story can be part of ours.

Through analysis, storytelling and convening the sector, it helps leaders understand trends, share best practice and make better-informed decisions. It positions sport not just as entertainment but as a vital contributor to Ireland’s social and economic fabric.

Find out more about becoming a member today.

Or sign up for our twice-daily bulletins to get a flavour of the material we cover.

Sign up for our News Bulletins here.