With 7.24 million engagements from 9,700 posts across X, Facebook, and Instagram, and with over 13 million views on TikTok, February 2024 was an impressive month on social for the Sport for Business member organisations.

With posts up 3% on the previous month, engagements rose a meteoric 51% thanks to the 5.88 million engagements generated on Instagram.

With 7.24 million total engagements – February 2024 jumps into third place in Olytico’s All-Time Monthly Engagement Rankings.

In a break with how we have reported the data previously we are focusing this month on one particular channel each day over four days, building up to have the single full monthly review at the end.

In today’s latest look back on last month we are highlighting the Facebook presence of the 38 organisations active on the channel.


February 2024 Highlights on Facebook



Facebook activity rose 15% in February (3,078 posts) which led to 963,131 engagements, a 46% increase on the previous month. This rise can be attributed to an increase in content from the League of Ireland (188 posts, +889%), Swim Ireland (107, +197%) and Athletics Ireland (204, +62%). 

Once again, the Ladies Gaelic Football account topped the activity charts with 470 posts (+15%), with the GAA in second (265, +41%) and Athletics Ireland in third. 

Irish Rugby (7,078, +39%) topped the average engagement per post chart, followed by the FAI (424, -34%) and Cricket Ireland (358, +98%).

Gymnastics Ireland (94, +571) sent a team to compete at the Cottbus World Cup in Germany, Paralympics Ireland (320, +378%) celebrated double Gold down under as Roisín Ní Riain got the swimmers off to a winning start at the Citi Para Swimming World Series with two first-place finishes in the 100m backstroke and 100m butterfly.   


For the fourth month in a row, Irish Squash (1,949) topped the average engagements per 1,000 followers metric as Sam Buckley won a thrilling contest against Oisin Logan to become the 2024 Men’s Senior Champion.  

Victory against Wales in the Guinness Men’s Six Nations for the Irish Men’s Rugby team proved to be one of the IRFU’s most engaged with content on the platform during February, with over 25,000 public engagements to date


February 2024 Highlights on TikTok



324 TikToks (+5%) were published in February by member organisations, which led to 939,547 engagements (+26%) and 13.13 million views (+5%).

These views were driven by Irish Rugby (6.3 million), Ireland Football (2.3 million) and Leinster Rugby (1.37 million) – with a credible mention to the BKT URC with over 900,000 views in February.

The URC (59) topped the activity charts as the Ospreys scored this length of the field try against Ulster (link), followed by Leinster Rugby (54) as they brought us updates from the Bank of Ireland Senior Cup (link) and the Ladies Gaelic Football account (37) showcased a penalty at the death from the Ulster Ladies Schools U-20 A Final (link).


@urc Add this to your motivation playlist 🔥 #rugby #sports #unitedrugbychampionship ♬ SUCCESS – $werve

@leinsterrugby “If there’s a better tackle in this year’s competition, I’d be surprised.” #LeinsterRugby #leinsterschoolsseniorcup #leinsterschoolsrugby #Leinsterschoolscup #rugbyhit ♬ original sound – Leinster Rugby

@ladies_gaelic_football Penalty at the death.. See the last seconds of the Ulster Ladies Schools U-20 A Final as Our Lady’s Castleblayney beat Loreto Cavan in Donagh. The full Live Stream is on the Ulster Ladies Facebook page. #lgfa #penalty #suddendeath #schools #ulster ♬ You n Me x Glue DJ BLIGHTY EDIT – DJ Blighty

When ranked by average engagement per post, Irish Rugby top the charts (14,376), followed by Ireland Football (6,302) and Ulster Rugby (4,439).

With over 700,000 views, 65,000 likes, and an outpouring of public joy, this content of eight year old Stevie Mulrooney rehearsing for his moment of fame topped the most public engagements chart on TikTok in the form of likes, comments, and shares (link).

@irishrugby It’s the little bow for us! 🥹 #TeamOfUs #SixNationsRugby ♬ original sound – Irish Rugby


February 2024 Highlights on Instagram


February 2024 Highlights on X



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


Olytico and all the organisations listed in this analysis are full members of the Sport for Business community.
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