LAUSANNE, January 28, 2019 – The BCW (Burson Cohn & Wolfe) Sports Practice today released its 2018 Olympic Sports Social Media Ranking, looking at the effectiveness of the social media engagement of Olympic Sports Federations in the past year, which saw such major sporting events as the Winter Olympic Games in South Korea, the FIFA World Cup in Russia and the Youth Olympic Summer Games in Argentina.
The study analyses the social media footprint of the International Olympic Committee (IOC) and its 41 international Olympic sports federations as well as of their presidents and leading executives.
Among the top social media leaders, the analysis shows that football (soccer), basketball, rugby and cycling have the largest social media fan bases, while smaller sports federations such as judo, wrestling and table tennis also enjoy a strong social media presence.
Notable key findings include:
Lars Haue-Pedersen, BCW Sports Practice Managing Director, said: “Social media continues to be a strong driver in communication, especially as it evolves and grows in importance within society. It is clear from our ranking that social media has also become the go-to-tool to engage with fans and especially with youth, as international federations continue to expand their reach to these audiences we hope that this ranking can help them gain additional insights on how they can best engage and make their sport more relevant worldwide.”
In total, 97 institutional Twitter accounts, 60 Facebook pages, 56 Instagram accounts and 51 YouTube channels, as well as 32 personal Twitter accounts of the heads of international sports federations have been included and analysed in this ranking. All of them enjoyed solid growth throughout the year, not necessarily tied to the global sporting events.
About the Study
Olympic Sports Social Media Ranking is BCW's latest research into how the International Olympic Committee and the international Olympic Sports Federations communicate via social media. The research builds on BCW’s highly acclaimed annual Twiplomacy study. The Olympic Sports Social Media Ranking is an annual assessment now in its third year. For more information, visit https://bcw-sport.com.
BCW is one of the world’s largest full-service global communications agencies. Founded by the merger of Burson-Marsteller and Cohn & Wolfe, BCW delivers digitally and data-driven creative content and integrated communications programs grounded in earned media and scaled across all channels for clients in the B2B, consumer, corporate, crisis management, CSR, healthcare, public affairs and technology sectors. BCW is a part of WPP (NYSE: WPP), a creative transformation company, For more information, visit www.bcw-global.com.