As we enter the end of year Awards season, Olytico’s November Sport for Business analysis highlights some exceptional Irish sporting success in 2024; with Olympians and their endeavours being recognised, the announcement of the PwC GAA/GPA All Stars, Erin King’s Breakthrough award in Rugby, and Shelbourne FC’s title success in the SSE Airtricity League of Ireland to name a but a few.

Whilst activity fell across all four networks included within the analysis, engagements across Facebook, and Instagram in particular, increased; and with over 8.2 million views generated by the Sport for Business members on TikTok there was plenty to admire and analyse across the board.

November 2024 also saw Cian Healy breaking Brian O’Driscoll’s Men’s caps record for Ireland, back-to-back success for Nhat Nguyen on the Badminton court, an Irish winner of the Melbourne Cup, and an expensive missed phone call for Damien Duff.

Here is how our coverage of the monthly report 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.

 

November 2024 Highlights on X

 

Activity on X fell 22% to just over 4,000 posts and saw a 4% decrease in engagements to just under 290,000. 27 of the 41 accounts analysed posted less on the platform than they had done in October.  The engagement figure is still up on last year, albeit only marginally.

Once again the League of Ireland topped the X activity charts with 454 posts (-38%), as Shelbourne Football Club were crowned Champions of Ireland for the fourteenth time. 

 


In second the Ladies Football account (389, +15%) saw Player of the Match Leah Mullins pay tribute to her mother Kathleen and former team-mate Amanda Kinsella after winning the AIB Leinster Intermediate Final and in third, Dublin GAA (305, -32%) paid tribute to James McCarthy as he announced his retirement from inter-county football.

 

 

 

The Camogie Association (132, +300%) congratulated Laura Hayes of Cork as she was announced as the PwC GPA Senior Camogie Player of the Year for 2024, Swim Ireland (72, +167%) saw Paul Mescal meeting one of the Gladiators of Irish swimming, and Canoeing Ireland (33, +154%) highlighted an amazing honour bestowed upon two-time Canoe Slalom Olympian, Mike Corcoran, as he was awarded the Olympic Global Influence Award for his inspirational work in prosthetics supporting victims of conflicts around the world.

 

 

Ireland Football (392) topped the X average engagements per post metric, as Evan Ferguson scored and Caoimhín Kelleher saved a penalty to keep a clean sheet against Finland.

 


Irish Rugby (250, +107%) in second finished their Autumn Nations Series campaign with a victory against Australia, and in third, the League of Ireland (96, +78%) announced that for the first time ever attendances at games involving League of Ireland teams have gone over one million – 1,001,630 spectators have been at games in the LOI, Men’s and Women’s FAI Cups, All-Island Cup and LOI Clubs in Europe in 2024.

 

Basketball Ireland (12, +200%) enjoyed back to back wins against Kosovo for the Men’s team, and Golf Ireland (14, +100%) bought us this heartwarming moment as Tom McKibbin was congratulated by Rory McIlroy on making his PGA Tour Card for next season.

 

The League of Ireland (634, a 9.5% increase on last month’s winning figure) topped the average engagements per 1,000 followers metric.

 

 

The most engaged with content on X in November came from the League of Ireland account, as Damien Duff tried unsuccessfully to call Jose Mourinho from the dressing room after his Shelbourne side claimed the 2024 Championship – the footage has been viewed close to 900,00 times and generated almost 7,000 public engagements to date.


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

X has seen a significant drift in recent months with coverage around the General election making many think twice about their engagement with the medium.  Sport though remains it’s jewel in the crown with engagement and content retaining it’s place as the premium channel with which to second screen sporting events. 

WHAT’S UP NEXT?

Facebook, Instagram and TikTok coverage to follow over the coming days….

 

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

Find out more about joining us today.