Let it be said: based on the presence and following index on social networks, an international sports federation crushes the competition. She leads like crazy at the head of the pack, alone in front, the others far behind. She is not Olympic, but dreams out loud of becoming one before the end of the decade.
For the seventh consecutive year, the BCW Sports agency analyzed the strategy of international bodies of the sports movement, Olympic or not, in terms of social networks. She measured their numbers – number of followers, daily activity – like an accountant. His ranking says a lot about the sometimes abysmal gaps between the top of the class and the dunces of the digital age.
At the top of the list is the International Cricket Federation (ICC). A regular at first place, already at the top in the previous ranking. With a dizzying total of 92.211 followers across all platforms – Instagram, Facebook, Twitter, TikTok and YouTube – the Dubai-based body remains alone on its planet.
The ICC is well ahead of two international federations of the Olympic movement, FIFA (51.433) and FIBA (519), representing two sports – football and basketball – which are, however, much more universal. In fourth position, the International Volleyball Federation (FIVB) saw the most significant growth of the year, with a 15.545% increase in the number of its followers (303).
The secret of cricket? Relentless activity on social networks and the gigantism of its community. The ICC not only leads the ranking in number of followers, it is also the most active on the Web, with a total of 11.158 posts over the whole of 2022. On average, 30,57 new publications each up to date on the different digital platforms. The ITTF (table tennis) and World Rugby, its immediate followers, are struggling to keep up, despite very respectable digital activity, respectively 2.936 and 2.350 posts in 2022.
Second factor: a fan base unrivaled in the sports movement. India has over a billion potential cricket fans. Unlike the Chinese, they are very present on the main social networks.
The BCW Sports agency notes: the COVID-19 pandemic has prompted most sports organizations to rethink, and often revitalize, their social media strategies. The results are visible: all international federations present in the top 10 show growth of 2022 to 10% in their number of followers for the year 35.
On the other hand, their leaders still often drag their feet. Most of them turn out to be “ not very active” on social networks, or sometimes even completely asleep. A question of generation, no doubt.
According to BCW Sports, international sports leaders display much less digital influence than big names in business, politics or entertainment.
In this digital desert, Annika Sörenstam stands out. The Swedish president of the International Golf Federation (IGF) leads the ranking, with 122.424 followers. A ranking where she did not appear a year earlier. His immediate follower, Sebastian Coe (World Athletics), lost first place. But he remains in the pace, with 120.681 followers. In third place on the podium, a newcomer, Mohammed Ben Sulayem, president of the International Automobile Federation (FIA). He has 67.236 followers and shows an increase of 178%.
Curiosity of the ranking: two Marius Vizers are in the top 10 of international leaders. The father, president of the International Judo Federation (IJF), occupies 10th place, with 5.749 followers. His son, Maris Vizer Jr., is ahead of him by four places and several thousand followers (31). Less known, the son held until recent weeks the position of executive director of the International Teqball Federation (FITEQ), one of the most active bodies on social networks (027th in the general ranking). Everything is explained.
