"VAN" (Sports Desk - 25.08.2026) :: The FIH Hockey World Cup Belgium & Netherlands 2026 is setting a new digital benchmark for hockey, with FIH social media channels delivering their strongest-ever performance at the world’s biggest hockey event.
As the tournament reaches the end of its second pool phase, World Cup content has already generated 106.4 million views across FIH platforms – and, importantly, is taking hockey far beyond its existing fanbase.
Instagram leads the way with 66.7 million views, followed by Facebook with 32.6 million, TikTok with 4.5 million and YouTube with 2.65 million.
But the biggest story is not simply how many people are watching. It is who hockey is reaching.
Across platforms, World Cup content has already delivered more than 62 million in combined reported reach and generated over 2.9 million engagements, with a significant proportion coming from people who were not previously following FIH.
On Instagram alone, more than 11 million non-followers have been reached. An extraordinary 70.6% of views and 62% of interactions have come from people outside FIH’s existing follower base.
TikTok is also opening hockey to new audiences. World Cup content has generated 4.5 million views, reached 3.79 million accounts and delivered more than 378,000 engagements, producing an impressive 8.41% engagement rate.
Across Meta platforms, the World Cup has already generated 28,400 new follows, while YouTube has accumulated 2.65 million video views.
In summary, more people are discovering hockey, engaging with hockey and becoming part of its global community.
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