Horizm Digital Standards Report, Issue 2 – 2021

Horizm Digital Standards Report, Issue 2 2021

Welcome to the second edition of the Horizm Digital Standards Report.


The summer may have delivered hope in the form of the Euros and the Olympics, but the first half of 2021 remained hugely challenging for much of the sporting world, with games continuing to be played without fans and the important match revenues they generate.

Digital channels remained a vital connection to fans throughout this period and a way to deliver value for sponsors, with rights holders learning to adapt their digital strategy and build a diversity of content that can maintain engagement both around and away from matches.

We are delighted to launch the latest edition of the Horizm Digital Standards Report which evaluates, and provides best practice examples of, this diversity based on the analysis of our in-house experts but also driven by data from Intelligenz, our proprietary digital media benchmarking tool.

In this report we have looked all posts made by the teams from the world’s 12 top sporting leagues, between January and June 2021, to identify the best performing pieces of content across Facebook, Instagram and Twitter in order to understand the different content and platform trends and to showcase some of the best practice examples we found.


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Key highlighted insights include:

  • Nine content series identified, with Matchday continuing to reign supreme accounting for almost 30% of the top posts
  • Rights holders increasingly using their channels to address social issues
  • Tailoring content to the specific platforms is an important success factor with significant differences in performance seen for content series across different channels.
  • Post type a key contributing factor to digital success

For more information of Horizm’s social media insights and our AI-powered digital asset management tool, please get in touch.