Meta leads sports engagement while Burnley experiments with X Originals to reach fans.
Sports organisations and athletes need to prioritise social media more than ever, according to a new report from Meta.
The ‘Beyond the Highlights’ study features findings from the National Research Group, and concludes fans are increasingly using Meta platforms – Instagram, WhatsApp, Messenger, Facebook and Threads – to keep up with sports, connect with athletes, and engage with other fans.
Meta claims its platforms lead engagement before (96%), during (96%) and after (96%) live sporting events. Interestingly, the levels remain steady across all three stages of a sports event.
Other platforms show more changes between segments. Traditional TV jumps from 28% before an event to 68% during, before falling sharply to 32% afterwards. TikTok tells a different story, with 22% of fans using it before an event, 24% during and a significant rise to 43% after.
Meta also positions itself as the “home of sports fandom”, with 60% of fans naming its platforms as their most trusted destination for sports content. This puts it ahead of YouTube (40%), traditional TV (29%) and sports streaming platforms (21%).
A key reason for these results is Meta’s reach across types of social media. WhatsApp and Messenger dominate conversations among friends and family, while Instagram, Facebook and Threads overlap with competitors in short-form video, image-led updates and community interaction.
Fans in the study highlighted this mix of formats and access. One 31-year-old US fan said: “I can follow specific athletes and gain insight into their daily lives.” A Brazilian supporter added: “I like to follow athletes’ routines in real time through stories.”
Competition is rising
The report highlights how momentum in digital sports engagement is building across the board. Meta platforms lead the way, with 55% of fans saying they engage more with sports content there compared to a year ago. YouTube follows at 52%, TikTok at 47%, sports streaming platforms at 42%, traditional TV at 36% and X at 33%.
While Meta may see itself as the top dog in terms of overall reach and interactions when it comes to sports, other platforms are vying for attention.
YouTube is doubling down on longer-form shows and live rights, as seen with deals involving popular creators such as Mark Goldbridge’s That’s Football and Gary Neville’s The Overlap, which recently secured rights to feature Bundesliga content.
TikTok continues to be viewed as the home of short-form content. In August, the British & Irish Lions partnered with the platform for the Australia tour, producing behind-the-scenes rugby content to connect with younger audiences throughout their warm-up games and test matches.
Meanwhile, X has upped its push into premium sports storytelling. Premier League club Burnley has launched ‘Keeping The Faith’, a 20-part behind-the-scenes docuseries commissioned by X Originals.
Has Burnley chosen the right platform?
After learning about Meta’s dominance in the sports engagement space, it’s easy to ask whether Burnley has made the right decision by going with X.
‘Keeping The Faith’ is a 20-part behind-the-scenes docuseries commissioned by X Originals, aiming to offer fans exclusive access to the club as it returns to the Premier League. The series features chairman Alan Pace, Head coach Scott Parker, summer signings and insights into life at the training ground and in the dressing room.
“Working with Sure For Men and X provides the platform to connect with millions of fans worldwide while highlighting the ambition and spirit that define Burnley,” said James Holroyd, CEO at Burnley.
“It reflects our commitment to opening up the club and engaging with audiences in new and meaningful ways.”
At the time of writing, Burnley’s post has reached 14.4 million views. One of the most significant aspects of the deal is that it marks the first X Original content commission in the UK.
Jonathan Lewis, UK managing director at X, said: “Football is one of the most culturally unifying forces in the world, and this collaboration showcases how X can be the home for that shared experience – on the pitch, in the stands, and on your timeline.”
While the initiative is still in its early days, the series has already reached a large audience. Some may wonder whether YouTube could have been a more natural fit for long-form football content, but being the first of its kind on X gives the club a unique chance to grab attention.
