New Olympic sports find their social media voice during Paris Olympics

 

Debut sports at the Paris Olympics 2024 weren’t just playing out in arenas and stadiums – they were getting valuable cut through and engagement on social media, according to new data. 

As part of SAMY Alliance, the fast-growing social-first agency group, we used social listening tools to measure the number of social media posts and online sentiment around each sport making its debut at Paris. The numbers show how digital conversations can be a truer reflection of the impact these “lesser known” sports are having on the public than traditional media would have us believe.

Social conversation around debut sports at the Olympics

Position in terms of volume of social conversation New Sports in Paris 2024 Number of Social Media Posts throughout the Olympics Sentiment
 

1

  

Breaking

  

240,000

  

23.07% of posts were “positive”
 

2

  

Artistic Swimming

  

27,800

  

56.62% of posts were “positive”
 

3

  

Kayak Cross

  

21,100

  

44.45% of posts were “positive”
 

4

  

Kiteboarding

  

1,710

  

70.8% of posts were “positive”
 

5

  

Marathon Relay Mixed Walk

  

910

  

41.65% of posts were “positive”

Meanwhile, further data analysis of sports that may be considered “niche” but that have appeared in recent Olympics Games also showed that they are growing in popularity, with:

  • BMX cycling (new in 2008) recorded over 179,000 posts, with just under 50% positive sentiment. Eventual gold medalist Saya Sakakibara and Bronze Medalist Romain Mahieu appearing in over 10% of these posts.
  • The iconic image of Brazil’s Gabriel Medina celebrating his 9.9 score helped turbocharge the surfing (new in 2020) social media conversation with the sport pulling 259,000 posts.
  • Skateboarding (new in 2020) pulled in over 134,000 posts with just under 40% positive sentiment. Bronze medalist Rayssa Leal stole the show by featuring in just under 10% of these posts.

Despite the solid numbers, these sports pale in comparison to the leading mega sport of the Olympics – the 100 metres final. That recorded a staggering 469,000 posts over the course of the Olympics, helped by Noah Lyles’ dramatic photo finish win and shows that blue ribbon events still win big online.

 

Paula Irigaray, our Research and Insights Director, said: “Part of the Olympic experience for fans is discovering new sports. And this year is no different, with the likes of Kayak Cross and Breaking (or breakdancing) being a big hit with viewers – especially online.

“Social conversations have been really positive across the board, with new “stars” emerging as characters and winners emerge from the Olympics. And it is on social media where we are really seeing the popularity of these events play out, and getting a true sense of the reaction they are generating.

“While these more niche sports are still some way behind the blue ribbon events like the 100m, the fact that many of them are causing a stir online shows that they have the potential to become a key component of the Olympic party.”

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