Fastest Growing Sports on Social Media: What’s Driving the Surge?

1. Short-Form Video Favouritism

TikTok, Instagram Reels, and YouTube Shorts reward sports that look good in 15–30 seconds.

• Fast-paced play – Highlights from padel or MMA translate better to vertical clips than long, static sports.

• Eye-catching skills – Trick shots, slow-motion replays, and “wow” moments hook casual viewers.

• Easy shareability – Clips that can be understood without commentary spread faster.

Example: Padel’s growth on Instagram has been driven by simple, repeatable trick shot content and celebrity player involvement.

2. Accessibility Drives Community Content

Sports that are easy to try are easier to share. If people can pick up a racket, ball, or console without expensive kit or memberships, they’re more likely to post about it.

• Low-cost entry = more players creating their own content.

• Community-generated content fuels hashtags and keeps algorithms warm.

Example: Pickleball and five-a-side football both benefit from this — cheap to play, fun to film, and easy to understand.

3. Athlete-Led Engagement

When the faces of the sport are active online, the sport’s growth accelerates.

• Athletes with direct fan interactions (Q&As, livestreams) boost engagement.

• Relatable, off-field content humanises the sport and widens appeal.

Example: Women’s football stars have driven huge engagement spikes through personal TikTok channels and behind-the-scenes matchday posts.

4. Media Investment and Broadcast Deals

More visibility equals more followers. When streaming platforms and broadcasters commit, the sport’s online growth follows.

• TV coverage legitimises the sport and drives highlights demand.

• International streaming opens up new markets instantly.

Example: Esports exploded globally when Twitch and YouTube invested in exclusive tournaments.

5. Cultural and Social Relevance

Sports that tap into wider cultural movements grow faster online.

• Aligning with inclusivity, sustainability, or social causes increases shareability.

• Viral moments often stem from socially relevant storylines, not just results.

Example: MMA’s recent growth has been tied to personalities with strong cultural influence beyond fighting.

Key Takeaways for Sports Brands

If you’re aiming to tap into the fastest growing sports on social media:

• Prioritise short-form video in your content mix.

• Enable fan content creation — make it easy for them to film and share.

• Work directly with athletes to create authentic, audience-led content.

• Follow the money — growth often follows new media investment.

• Stay culturally relevant — link your sport to wider conversations.