Olytico’s analysis for August 2025 incorporates over 14,000 posts, 3 million engagements, and close to 10 million views of Sports for Business organisation’s content on TikTok.

A year ago, the same numbers were 12,000 posts, but six million engagements, and 9.8 million views on TikTok.

Clearly, the evidence suggests that the number of engagements across social media has decreased from its peak, but that was covering the Paris 2024 Olympic Games.

However, looking closer at this month’s content winners, we can see the benefits that still apply in positive content, perhaps more important than ever at a time when there is such a focus on the negative.

Getting it right through sport can still produce big wins.

With early success at the Women’s Rugby World Cup, records falling in the pool and on the track, and a moment an Irish cricketer will never forget, Irish Sport on Social Media for August 2025 highlighted how wholesome content continues to drive engagement across platforms.

While engagement fell across all platforms, Instagram continues to dominate, generating 1.92 million public engagements, which account for 75% of all engagement across X, Facebook, and Instagram.

Today, in the first of four articles on the Social Media metrics from last month, we are focusing on X.

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.

Here is how our monthly report coverage will shape up during the week.

X Analysis – Monday
Facebook Analysis – Tuesday
Instagram Analysis – Wednesday
TikTok Analysis – Friday

 

August 2025 Highlights on X

 

 

Activity on X fell by 4% in August, and the 5,491 posts generated 143,580 engagements, a 7% decrease on July.  The challenges of X remaining as central to peoples lives is evident in the fact that last year, admittedly across the Paris Olympics, the total engagements were as high as 556,500.

 

The League of Ireland (854, +20%) topped the X activity charts as Josh Fitzpatrick fired Cork City ahead against Galway from 25 yards out.

 


They were followed by the Northern Ireland Football League in a double win for local football (587, +59%).

The Ladies Football account (352, -50%) jumped from fifth place in 2024 to 3rd in 2025 with this content of Orlagh Nolan claiming the Player of the Match Award as Dublin won the TG4 Ladies SFC Final.

 


The Ireland Football account (137, +12%) topped the X average engagements per post metric, and were followed by Irish Rugby (89, -11%) and Shamrock Rovers (72, +64%).

As a sign of just how dominant the Olympics were this time last year, August 2024’s top Average Engagement per post went to Team Ireland with 847.

 

Swim Ireland (27, +59%) celebrated a new Irish World Champion as John Shortt was crowned World Junior Champion in the 100m Backstroke Final with a time of 53.86.

 


Badminton Ireland (31, +41%) saw Nhat Nguyen progress into the last 32 of the World Championships.

 


The Ireland Women’s Cricket account (16, +33%) documented this incredible moment for Jane Maguire. Arriving at the crease with one ball to go and four runs needed to win against Pakistan, Jane proceeded to hit her first ever international six to win the T20 for Ireland.

 


Shamrock Rovers (505) topped the average engagements per 1,000 followers metric. The club also generated the most engaged with content on X in August as their fans showed that sometimes it’s about more than football, with their support for Manager Stephen Bradley’s son Josh who recently beat cancer. The content has been viewed close to 280,000 times and generated over 3,000 public engagements to date.

 

 

 

X Analysis – Monday
Facebook Analysis – Tuesday
Instagram Analysis – Wednesday
TikTok Analysis – Thursday

 

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

 

Further Reading for Sport for Business members:

Check out more of our Sport for Business coverage of Social Media

 

SPORT FOR BUSINESS AUTUMN EVENTS

 

 

On September 25th we will host our Annual Children in Sport Conference

BOOK YOUR TICKETS HERE

 

 

On October 14th, our Annual Sport for Social Good Event will shine a spotlight on good work being done through the medium of sport across the country.

Then in November a new event focused on Sustainability in Sport and in December our 12th Annual Women in Sport Conference, in partnership with Lidl.

Find out More about Our Sport for Business Events Programme Here

BOOK YOUR TICKETS HERE

 

The Latest Sport for Business Podcasts

 

MEMBERSHIP AND EVENTS

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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.  

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