With over 6.5 million public engagements across the four main platforms, the March 2025 Olytico analysis covers 14,500 posts.  This figure is +30% up on February 2025, broadly in line with March 2024.

The in-depth analysis through this week will continue to illustrate the ever-growing dominance of Instagram and TikTok, as together, they accounted for 86% of the overall engagement.

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

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

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

 

March 2025 saw a notable surge in Irish sporting content on X, with 6,349 posts, representing a 22% increase from February 2025. However, total engagements slightly dipped by 2% to 296,911, highlighting a trend of growing volume but slightly lower user interaction. This is a continued downward trajectory in engagement when compared to March 2024’s 362,000 engagements (down 18% YoY), despite similar post volumes (6,400 posts in March 2024).

 

Top Performing Accounts by Activity

  1. Ladies Football once again led with 828 posts (+35%), continuing its reign atop the activity charts. The appointment of Trina Murray as LGFA President was a standout moment, resonating well with followers.

  2. League of Ireland followed with 713 posts (+19%), maintaining its strong presence, with Warren Davis’ goal for Drogheda against Shelbourne gaining attention.

  3. GAA ranked third with 662 posts (+17%), offering behind-the-scenes content from Kerry’s backroom team that demonstrated successful content diversification.

Compared to March 2024, the same three accounts also occupied the top spots, although their growth rates this year are more tempered:

  • Ladies Football posted 828 times in 2025, compared to 922 in 2024 (-10%).

  • League of Ireland saw a +7% YoY growth (713 vs. 664).

  • GAA posts rose modestly from 599 to 662 (+11%)

 

 

Challenger Sport Highlights

Several challenger sports saw dramatic increases in posting activity and spotlight moments:

  • Irish Sailing (+375%) posted a reflective review of 2024.

  • Paralympics Ireland (+187%) highlighted medal success in Australia.

  • Badminton Ireland (+180%) celebrated Nhat Nguyen’s standout win in Orleans.

Notably, Swim Ireland’s Ellen Walshe broke a national swimming record dating back to 1996—an excellent example of high-impact, low-volume content (10 posts, +100%).

 

Engagement Metrics

  • Irish Rugby led average engagements per post, driven by emotional tributes to Peter O’Mahony, Conor Murray, and Cian Healy retiring—its most engaged post this month drew 6,000+ interactions. This contrasts though with March 2024’s peak post (“Back-to-back Six Nations Champions”), which pulled in nearly 12,000 engagements.

  • Ireland Football surged (+54% engagement per post) thanks to increased momentum ahead of summer tournaments.

  • Athletics Ireland saw +223% growth in engagements per post and topped the engagements per 1,000 followers chart, showcasing their continued growth from strong performances in March 2024 at the World Indoor Athletics Championships.

 

 

Compared with March 2024, average engagements per post across the board were down, mirroring a drop in public interaction levels despite consistent content quality and volume.

 

The most engaged with content on X in March came from Irish Rugby as modern day legends O’Mahony, Murray and Healy signed off on their international careers against Italy – to date this image has generated over 6,000 public engagements (link).

 

 

Month-on-Month Comparison (Feb to Mar 2025)

 

Metric February 2025 March 2025 Change
Total Posts 5,199 6,349 +22%
Total Engagements 305,266 296,911 -2%
Top Poster Ladies Football (613) Ladies Football (828) +35%
Top Engagement/Post Irish Rugby Irish Rugby Consistent
Most Engaged Post Connacht Rugby (9k+) Irish Rugby (6k+) -33%

 

Year-on-Year Comparison (Mar 2024 vs Mar 2025)

 

Metric March 2024 March 2025 Change
Total Posts 6,400 6,349 Stable
Total Engagements 362,000 296,911 -18%
Top Poster Ladies Football Ladies Football Consistent
Top Engagement/Post Irish Rugby (454) Irish Rugby Slight Drop

 

Conclusion

Irish sport on X remains vibrant and diverse, with standout moments across elite and emerging disciplines. While the overall volume of posts continues to grow, especially among the most active like Ladies Football and the League of Ireland, the challenge ahead lies in reinvigorating engagement levels, which have steadily declined since March 2024.

Strategic focus on emotionally resonant content (e.g., retirement tributes, record-breaking moments) and continued amplification of underrepresented sports could help reverse this trend.

 

 

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

 

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 fourth month in a row where the engagement number on X has fallen in comparison to 12 months previous.  Engagement numbers are increasingly shifting towards Instagram and TikTok.

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. 

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