Olytico’s analysis of Irish Sport on Social Media for December 2025 covers 10,100 posts, 2.6 million public engagements, and close to 10 million TikTok views.
While overall social activity dipped across platforms, X (-15%), Facebook (-13%), and TikTok (-18%) standout moments, major announcements, and big-hitting performances still cut through – from potential World Cup opponents to record-breaking swims and viral rugby clips.
Total TikTok views are up significantly from less than 8 million a year ago to close to 10 million in December 2025, reflecting a shift in engagement dynamics across social media channels. We look at a comparison below from December 2023 to December 2025.
Today, in the final one of four articles on the Social Media metrics from last month, we are focusing on TikTok, increasingly seen as the most important of the channels for sporting bodies, and now the official channel of this year’s FIFA World Cup, a fact we will be diving into in greater depth next week on Sport for Business.
In the infographics below, we have ranked each organisation across a range of metrics for each network, including the most active, the most engaged, the most engaging content, and, where possible, engagements per 1,000 followers.
It is important to note that this analysis is based on publicly available data. It does not include any analysis or insight into 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 look this week.
X Analysis – Monday
Facebook Analysis – Tuesday
Instagram Analysis – Wednesday
TikTok Analysis – Thursday
December 2025 Highlights on TikTok
378 (-18%) TikToks were posted by Sport for Business members in December, these posts resulted in 717,826 engagements and 9.6 million views.
The growth in the importance of the platform, at the expense of others, can be seen in a comparison of those numbers over the past three years.
December 2023 Posts 235 Engagements 396,727 Video Views 4.57 million
December 2024 Posts 248 Engagements 553,044 Video Views 7.98 million
December 2025 Posts 235 Engagements 717,826 Video Views9 9.60 million
That represents a 110 per cent increase in video views over a two year period, the opposite movement to the declines in engagement being seen elsewhere.
Two organisations broke the magic million views for the month – Ireland Football with 2.76 million views, and the URC with 2.73 million views, with an honourable mention to Ulster Rugby’s 976,000 views.
The NIFL topped the activity charts with 78 posts – as Dergview FC’s 18 year old Sam Sproule scored a twenty minute hat-trick. They were followed by the URC (54) and Connacht Rugby (28).
@officialnifl A 20 minute hat-trick for 18 year-old Sam Sproule! 🤯 @Dergview FC #PlayrFitPIL ♬ original sound – NI Football League
When ranked by average engagement per post, Ireland Football (15,423) topped the charts. They were followed by Ulster Rugby (5,662) as they leaned into their player’s 2025 Spotify Wrapped charts, and Irish Rugby (4,522).
@officialulsterrugbyWhat was your number 1 song on Spotify this year?♬ original sound – Ulster Rugby
The most engaged with content for December came from Ireland Football as the draw for the 2026 FIFA World Cup was made, allowing fans to dream of fixtures against Mexico, South Africa and Korea Republic – to date the post has been viewed over 470,000 times and generated over 45,000 public engagements.
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
Image Credit: Sport for Business
SPORT FOR BUSINESS Upcoming Events
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 journalism, events and insight. Sport for Business explores how sport drives economic value, participation, inclusion and national identity, while holding organisations to account on governance and sustainability.
Through analysis, storytelling and convening the sector, it helps leaders understand trends, share best practice and make better-informed decisions. Its work 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.
