February 2025 was a record-breaking month for Olytico’s Sport for Business Analysis – with 36.9 million views of TikTok content setting the new bar. In January, that number was 12 million, a 300% increase. Did someone say exponential?

With over 11,000 posts (+27% on January and +13% on last year) and 5.8 million engagements (+66% on January but down 20% on February 2024) across the three other platforms, the metrics were driven by action and imagery from the Men’s Guinness Six Nations and another impressive month for the League of Ireland.

From Irish rugby legends calling time to a record-breaking start to a 16-year-old’s Shamrock Rovers career, Olytico’s analysis includes Irish success on the track, the courts, and venues both at home and globally.

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

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

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.

 

February 2025 Highlights on X

 

Activity on X rose by 29% in February to 5,199 posts, an increase from 4,701 this time last year. While engagements were up in January, they were still down significantly on February 2024, from 395,571 to 305,266.

The Ladies Football account (613, +46%) topped the X activity charts once again, as Neasa Dooley scored two outstanding points for Kildare v Kerry in the Lidl National League.

 

The League of Ireland, in second place with 598 posts (+67%), showcased Shamrock Rovers’ Michael Noonan as he became the youngest ever scorer in European Club competition at just 16 years old and 197 days old.

 

In third, the GAA (566, +35%) saw Michael Murphy return to action, scoring a point with his first possession.

 

The Irish Rugby account (488, +275%) topped the X average engagements per post metric and were followed by Ireland Football (199, -30%), Shamrock Rovers (100, -29%), and Connacht Rugby (100, +156%).

Cycling Ireland (17, +240%) celebrated success on the track for Lara Gillespie as she won the Elimination race at the UEC European Track Championships in Zolder, Belgium, and Badminton Ireland (78, +117%) saw Nhat Nguyen claim his first podium and a Bronze medal at the Thailand Masters World Tour 300 event.

 

 

 

 

The League of Ireland was displaced from the top of the average engagements per 1,000 followers metric after four months in poll position.  This month, the top-billing went to Irish Rugby.

 

 

The most engaged with content on X in February came from Connacht Rugby as this ‘Warrior’ image of Bundee Aki against Wales went viral – the image from INPHO encapsulated the Connacht man’s contribution to a tough-fought victory in Cardiff and has generated over 9,000 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

 

SPORT FOR BUSINESS PERSPECTIVE

This is the third month in a row where the engagement number on X has fallen in comparison to 12 months previous.  Is it a Musk effect?  Is it something that will bottom out and climb again?  The jury is out. 

WHAT’S UP NEXT?

Each of the other Social Media Channels will be covered over the next three days.  

MEMBERSHIP AND EVENTS

All the sporting organisations listed in this analysis are full members of the Sport for Business community.

 

 

 

 

 

The Sport for Business Membership comprises over 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies. 

Find out more about joining us