Welcome to our latest monthly analysis of the social media performance of Sport for Business member organisations, compiled by Olytico in partnership with Sport for Business.

Across May, member organisations published 16,956 posts, generating 1,047,153 public engagements and 11,063,332 TikTok views.

The League of Ireland led the way in terms of overall activity across X, Facebook and Instagram, while standout engagement moments came from the Irish Women’s 4x400m relay team, Cricket Ireland and Tennis Ireland.

First up we will take a look at activity on X, followed by the other three channels over the rest of this week.

In the infographics below, we rank organisations across a range of metrics on each network, including the most active, the most engaged, and the most performing. Where possible, we have also included engagement rates per 1,000 followers to provide a more balanced view of performance.

A special word of congratulations as well to Carla Reynolds of Olytico, whose partner, Stuart Grehan, won The Amateur Championship at Royal Birkdale over the weekend.

As always, the analysis is based on publicly available data. It does not include paid or promoted content, and where percentage changes are referenced, they relate to movement from the previous month unless otherwise stated.
May 2026 Highlights on X

 

 

Overview

 

Activity on X rose by 8% in May, with Sport for Business member organisations publishing 5,939 posts on the platform. Public engagements increased by 28% over last month to 156,494.

Comparisons with the figures from May 2025 and 2024 show a steady decline in the importance of X, with engagements dropping from 258,941 in 2024 to 212,194 last year, and another 30% drop this year.

 

Highlights

 

The League of Ireland was the most active account, with 853 posts, up 18% on the previous month. Among its standout moments was Bray Wanderers’ Ben McCormack completing his hat-trick against Cobh Ramblers in outrageous fashion.

 


The GAA was second for activity, with 688 posts, up 17%, including Tiernan Kelly firing into the top corner for Armagh against Derry.

 


Dublin GAA completed the top three, with 533 posts, up 12%, and celebrated its Senior Hurlers’ win over Kilkenny to secure a place in the Leinster Final.

 


Athletics Ireland also enjoyed a strong month on X, with Sharlene Mawdsley smashing her personal best in Belgium, clocking 50.17 to improve on the 50.52 she had set only three days earlier.

 

 

Ireland Football recorded the highest average engagements per post on X at 178, down 2% on the previous month. This figure was also down from 368 12 months ago.  Athletics Ireland followed with 110, up marginally on this time last year when they were fourth on this measure, while Irish Rugby was third with 86, down from second place with 150 last year.

 

Athletics Ireland also topped the average engagements-per-1,000-followers metric, with 237. Its women’s 4x400m relay post was the most engaged-with content on X in May, after Rachel McCann, Sophie Becker, Arlene Crossan and Sharlene Mawdsley qualified for next year’s World Championships.

The quartet ran a season’s best 3:23.83, beating France by just under seven-tenths of a second thanks to a sensational anchor leg from Mawdsley. The post has generated more than 1,800 public engagements to date.

 

 

 

 

All of the Organisations listed in these reports 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: Leinster Rugby, Leo Cullen with Leinster Rugby CEO Shane Nolan.

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