The 2026 FIH Hockey World Cup has generated an unprecedented 106.4 million views across social media, with Instagram alone accounting for 66.7 million of those impressions, while Facebook contributed 32.6 million, TikTok 4.5 million and YouTube 2.65 million.
A New Era of Engagement
Overall, the tournament reached roughly 62 million individuals, and an astounding 70.6% of those views originated from people who do not already follow the sport, underscoring a dramatic expansion beyond its traditional base.
Platforms such as TikTok have proven especially potent, delivering 4.5 million views, engaging 3.79 million accounts and achieving an 8.41% engagement rate, a clear indicator of its ability to attract fresh followers.
FIH’s content strategy leans heavily on original formats like Inside Pass and Hockey Ride, athlete‑driven storytelling, and inclusive events such as Kids Day and the FIH Para Hockey World Cup, all designed to broaden the sport’s appeal.
Strategic partnerships, including the Watch.Hockey platform and collaborations with the International Olympic Committee, have linked hockey to wider sporting audiences, amplifying its visibility on a global scale.
FIH President Tayyab Ikram highlighted that nearly 70% of engagement came from non‑followers, a metric he described as proof that the tournament is successfully pulling new fans into the hockey community.
The surge in digital traction is also reflected in statistics showing 28,400 new Meta followers and 2.65 million YouTube video views, illustrating a sustained growth trajectory for the sport’s online presence.
By weaving high‑quality match coverage with emotional narratives, authentic athlete voices and localized storytelling, the World Cup has crafted a compelling, inclusive narrative that positions hockey as a modern, globally resonant sport.