Leeds leading the way on social media as rugby league impresses v other sports

Leeds have come out on top of Super League clubs in a sports social media study which compares several professional sports.

The Social Scorecard: Sports“, by search marketing agency Red Hot Penny, examines how the UK’s top professional sports clubs across football, rugby, cricket, basketball and ice hockey are engaging with their social media followers, and if they’re effectively leveraging their followings to drive their retail business.

The Rhinos came in 13th place out of 80 clubs analysed, comprising of the top 10 English clubs from Super League, the Premier League (football), Scottish Premiership (football), Premiership (rugby union), Pro14 (rugby union), County Championship (cricket), Elite Ice Hockey League (ice hockey) and British Basketball League (basketball).

Wigan (18th) and Warrington (23rd) also featured in the top 25.

Perhaps most significantly, rugby league came out on top in terms of engagement across the sports on both Facebook and Twitter, coming third on Instagram.

Rank Team Score Combined APE Combined APE score Avg ER Avg ER score
13 Leeds 68.250 2697 7 0.36% 1.375
18 Wigan 65.750 2465 6.375 0.69% 3.875
23 Warrington 63.500 1532 5.5 0.68% 3.75
34 Castleford 57.250 1185 4.5 0.34% 1.125
42 St Helens 51.125 923 4 1.15% 6.125
46 Salford 48.625 2614 6.75 0.37% 1.5
61 Wakefield 36.125 294 1.375 0.58% 2.875
65 Hull 31.250 457 2.875 0.45% 2.25
70 Hull KR 29.500 326 1.625 0.59% 3
78 Huddersfield 21.000 175 0.75 0.66% 3.5

APE = average post engagement; ER = engagement rate; combined is Facebook, Twitter & Instagram

The overall score was calculated by a club’s total followers, follower numbers per seat, their total average post engagement and total engagement rate, along with three overall performance scores for each channel (Facebook, Twitter and Instagram).

The aim of the analysis was to see which clubs were really connecting with their fans, and to see how much potential their social channels have to boost retail activity.

Leeds also top Super League for total followers and also followers per seat, with 19 social media followers per seat in their stadium, while both Warrington and Castleford managed double figures.

Rank Team Capacity Followers Scores FPS FPS Score
16 Leeds 21,062 395,896 8.125 19 6.625
29 Wigan 25,138 235,082 6.500 9 3.375
33 Hull FC 25,400 193,325 6.000 8 2.000
39 St Helens 18,000 165,611 5.250 9 3.000
42 Warrington 15,200 157,844 4.875 10 4.125
45 Castleford 13,300 127,475 4.500 10 3.625
52 Hull KR 12,225 90,933 3.625 7 1.875
57 Wakefield 9,333 69,072 3.000 7 1.750
62 Salford 12,000 56,522 2.375 5 0.750
63 Huddersfield 24,500 56,153 2.250 2 0.250

Followers = total across all three channels (Facebook, Twitter, Instagram); FPS = followers per seat

St Helens gained recognition for their performance on Instagram, where they rank top of Super League and in the top 10 overall in terms of average post engagement.

Wigan came second overall on their Facebook performance, while Salford blew everyone away on Twitter with a huge average post engagement score of 20.27%, which was significantly more than any other club in any other sport.

Notes: All data was captured between the 5th November and 7th December 2018 and all stadium capacities were correct at the time of publication.

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