The FIH Hockey World Cup Belgium and Netherlands 2026 is setting new digital records, with tournament-related content generating more than 106 million views across the International Hockey Federation’s (FIH) social media platforms as the competition reaches the end of its second pool phase.
According to FIH, World Cup content has recorded 106.4 million views across its digital platforms, marking the federation’s strongest-ever social media performance at a Hockey World Cup.
Instagram has emerged as the biggest contributor with 66.7 million views, followed by Facebook with 32.6 million, TikTok with 4.5 million and YouTube with 2.65 million views.
The tournament’s digital impact has extended beyond the sport’s established following. FIH said its World Cup content has generated more than 62 million in combined reported reach and over 2.9 million engagements, with a substantial share coming from audiences who were not previously following the federation.
On Instagram alone, more than 11 million non-followers have been reached. Around 70.6 per cent of views and 62 per cent of interactions on the platform have come from users outside FIH’s existing follower base.
TikTok has also helped introduce hockey to new audiences, with World Cup content attracting 4.5 million views, reaching 3.79 million accounts and generating more than 378,000 engagements. The platform has recorded an engagement rate of 8.41 per cent.
Across Meta platforms, the World Cup has brought in 28,400 new followers, while YouTube has registered 2.65 million video views.
FIH said the figures reflect a broader strategy aimed at presenting hockey beyond match results and creating content that connects fans with the sport, its players and the atmosphere surrounding the tournament.
Alongside goals, saves, skills, celebrations and results, the federation has used original formats such as “Inside Pass” and “Hockey Ride”, athlete-led storytelling and host-driven content to provide audiences with greater access to players and the wider World Cup experience.
The tournament’s digital storytelling has also incorporated mascots, Kids Day activities, fan zones, local culture, behind-the-scenes content and the inaugural FIH Para Hockey World Cup. These initiatives have sought to highlight the diversity and wider sporting environment surrounding the event.
Commercial and distribution partnerships have further expanded the tournament’s reach through partner activations, branded content, Watch.Hockey, IOC collaborations and initiatives aimed at connecting hockey with broader sporting audiences.
FIH has also worked closely with National Associations and Continental Federations, aligning communication and promotional activities in the build-up to the World Cup. Participating nations were provided with content and activation toolkits to support local engagement and contribute to the tournament’s global digital presence.
Athletes have remained central to the strategy, with their personalities, performances and individual social media communities helping amplify the event beyond official federation channels.
The approach has created a wider digital ecosystem in which FIH provides the global narrative, national associations adapt it for local audiences, athletes bring a personal dimension to the stories and fans further amplify the content.
With the decisive stages of the Hockey World Cup still to come, FIH expects the tournament’s digital reach and engagement to grow further, strengthening efforts to introduce hockey to new audiences and build its global fan base.
(Inputs from FIH)
