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In a digital landscape that is increasingly focused on performance and well-being, brands in the sports sector are establishing themselves as leaders in influence marketing. Between sporting achievements, committed communities and inspiring lifestyle content, they know how to capture attention and fuel powerful conversations on Instagram. This ranking highlights the 10 most influential sports brands in the United Kingdom, across all categories — from clubs to apps, clothing, events and gyms.
British football is making its mark on Instagram, but not alone
In the United Kingdom, Instagram vibrates to the rhythm of the soccer ball. Premier League clubs occupy the majority of the top 10 in the clubs and federations category, with the national team in the lead and Chelsea FC Women in 8th position, a strong sign of the rise of women's football. Major sporting events are also dominated by football: the Premier League, the Champions League and even Euro 2024 are all in the rankings, although Formula 1 managed to rise to 2nd place in terms of scope. The only downside: the Six Nations Championship has a commitment rate well below the others.
On the brand side, Gymshark shines in sports fashion with an EMV of £59.7m, far ahead of Adidas and Nike. In the world of supplements, MyProtein dominates thanks to a strategy of ambassadors, promo codes and micro-influencers, occupying three places in the top 10 alone. Finally, Strava is a leader in fitness apps with a good balance between content volume, engagement (4.3%) and EMV. This is further proof that the British influence strategy remains extremely effective.
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