Welcome to the FOS Trending 20, presented by Conviva Social Insights

This new collaboration between Front Office Sports and Conviva ranks the pro teams and leagues/events which are driving the deepest cross-platform engagement across social platforms (Instagram, Twitter, YouTube, Facebook). Published every Tuesday morning, this leaderboard draws data from the prior Monday through Sunday. This page — updated weekly — contains two leaderboards; first, the Top 20 professional teams, ranked by cross-platform engagement rate, and then below it, the Top 20 leagues/events/properties, also ranked by cross-platform engagement rate. For more on the methodology and criteria on Trending 20, please visit our explainer section below the two leaderboards. All data is sourced using Conviva Social Insights, a social analytics platform for brands, media, entertainment and sports organizations worldwide. For additional context and information on this week’s leaderboard, please see the “Notes” sections below each leaderboard. Skip to this week’s Trending 20 leaderboards…

The Trending 20 is updated every Tuesday morning, reflecting data from the prior week (Monday-Sunday).

Trending 20: Pro Teams (February 23)

The 20 pro teams with the highest cross-platform engagement rate from February 15th to February 21st, 2021.
RankLast WkAccountLeagueEngagement
Rate
Audience
Growth Rate
Cross-Platform
Audience
Weeks in T20
(of 19)
Highest
Rank
15KC NWSLNWSL2.43%6.24%32.7K41
21Racing Louisville FCNWSL2.15%0.79%36.2K141
32Tampa Bay BuccaneersNFL1.44%0.43%3.3M62
43North Carolina CourageNWSL1.39%0.68%120.4K121
54Kansas City ChiefsNFL1.18%0.15%5.8M114
69Las Vegas AcesWNBA1.06%0.07%163.3K162
7NRSan Diego PadresMLB1.00%0.41%1.8M113
8NRToronto ArgonautsCFL0.95%0.09%281.3K28
9NRLos Angeles ChargersNFL0.95%0.09%3.3M65
1010Los Angeles DodgersMLB0.95%0.03%8.4M181
1117Real Salt LakeMLS0.93%0.06%481.7K31
12NRCleveland IndiansMLB0.86%0.01%3.0M72
138Cincinnati BengalsNFL0.80%0.03%2.6M88
14NRInter Miami CFMLS0.77%0.17%1.3M114
1514Chicago Red StarsNWSL0.76%0.40%184.6K92
167Tampa Bay RaysMLB0.72%0.07%1.7M93
1719St. Louis CardinalsMLB0.72%0.07%4.5M317
1816Portland Thorns FCNWSL0.70%0.04%413.5K113
1913Philadelphia UnionMLS0.69%0.03%461.3K125
206Atlanta BravesMLB0.66%0.04%4.8M92

WHO RUNS THE WORLD?
NWSL teams have made themselves comfy near the top of the Trending 20 leaderboard. 

This week in particular, the league claimed three out of the top four spots in the leaderboard (#4 being occupied by the Super Bowl-winning Tampa Bay Buccaneers). NWSL players reported to preseason camp on February 1st, and teams have been consistently posting high-performing content around training sessions. At the same time, several NWSL standouts have been playing for their respective national teams in the SheBelieves Cup — a tournament played between the United States, Canada, Brazil, and Argentina — which began on February 18th, and the clubs of the digital-savvy league have included the international tournament in their preseason content strategies.


THE LONE NEWCOMER

Inter Miami CF (#14): The MLS club created a buzz on social media this last week after announcing the signing of veteran English defender Ryan Shawcross. The accomplished center back had spent the past 14 years with Stoke City FC. The team’s initial announcement tweet alone has received over 5,000 likes and 700 retweets as we are writing these notes.


The five fastest-growing team audiences in the past week…

1) KC NWSL (6.24%)
2) AS Monaco (0.95%)
3) RB Leipzig (0.90%)
4) Washington Wizards (0.83%)
5) Racing Louisville FC (0.79%)

*The minimum for Trending 20 consideration is 20 posts in the prior week; 13 of 282 teams did not qualify due to a lack of posts.

Trending 20: Leagues/Events (February 23)

The 20 professional leagues and events with the highest cross-platform engagement rate from February 15th to February 21st, 2021.
RankLast WkAccountSportEngagement
Rate
Audience
Growth Rate
Cross-Platform
Audience
Weeks in T20
(of 19)
Highest
Rank
11Premier Lacrosse LeagueLacrosse1.29%0.55%398.3K171
24Int'l Table Tennis FederationTable Tennis0.77%0.18%1.5M152
33EredivisieSoccer0.75%0.20%562.4K152
46NCAA March MadnessBasketball0.73%0.12%3.7M143
5NRAllsvenskanSoccer0.73%0.09%140.0K115
6NRIndian Premier LeagueCricket0.71%0.42%32.4M66
72Big Bash LeagueCricket0.68%0.26%11.8M192
88MLBBaseball0.65%0.10%26.0M185
916Formula 1Auto Racing0.63%0.15%31.9M182
1013National Rugby LeagueRugby0.61%0.12%3.8M144
11NRRugby World CupRugby0.60%-0.05%6.3M25
12NRCricket World CupCricket0.50%-0.04%12.8M112
1315UEFA Women’s Champions LeagueSoccer0.49%0.10%3.9M175
1414CFLFootball0.49%0.07%726.2K514
1517USTATennis0.46%0.21%929.1K411
1619ATP TourTennis0.43%0.20%7.2M127
17NRLOL eSportseSports0.42%0.00%8.6M122
18NRICC - International Cricket CouncilCricket0.42%0.31%59.0M218
195Athletes UnlimitedMulti-Sport0.39%4.53%171.0K125
20NRNational Lacrosse LeagueLacrosse0.39%-0.01%307.5K98

CRICKET? COUNT ON IT.
Cricket — ranked the second biggest sport in the world in terms of total fans (via World Atlas) — sees its top circuits occupy four of the Trending 20 spots this week, with Indian Premier League, Big Bash League, Cricket World Cup, and the International Cricket Council all on this week’s leaderboard. These four entities have a combined cross-platform audience of over 116 million followers combined, with a high engagement rate to boot. Three of the four entities have been on the leaderboard in the past, but — as we’ll touch on shortly in the section below — the Cricket World Cup is a newcomer.


THE LONE NEWCOMER

  • Cricket World Cup (#12): From February 19th to April 2nd, this ICC event is utilizing its social platforms to look back at the 2011 World Cup. In what they call the #CWC11Rewind, Cricket World Cup is posting videos, polls, graphics, and other engaging content around the 10th anniversary of the event. In just one day (February 19), the campaign brought in more than 1.6 million video views on Facebook alone.

The five fastest-growing league/event audiences in the past week…
1) Athletes Unlimited (4.53%)
2) Australian Open (1.22%)
3) NBA G League (0.91%)
4) Premier Lacrosse League (0.5%)
5) Minor League Baseball (0.47%)

*The minimum for Trending 20 consideration is 20 posts in the prior week; 24 leagues of 199 did not qualify due to a lack of posts.

FAQ: METHODOLOGY & ELIGIBILITY

Q: How do we determine and rank the Trending 20 accounts? A: Trending 20 accounts are ranked based on cross-platform engagement rate, and all data is sourced from the Conviva Social Insights leaderboard platform. Q: What platforms are included in the “cross-platform” engagement rate? A: The four platforms included are Facebook, YouTube, Instagram and Twitter. Q: What is “engagement rate” anyway? How is it calculated? A: The engagement rate shown is the average engagement rate for all posts during the set period. Engagement rate per post is calculated by the total number of engagements divided by audience, expressed as a percentage. Q: My team/brand account had a higher engagement rate than others on this list, but we’re not included. What gives? A: Sorry about that! In this case, your account either did not meet the minimum 20-post threshold for eligibility, or the account is not included in our current list of eligible teams/properties. Q: Will more teams/leagues be added to the list of eligible accounts? How can I request to have my team or league added? A: Yes, we will continue to add teams from more professional leagues, as well as potentially adding additional or emergent leagues or event properties. Please request an addition by emailing Edgar Walker (edgar@frontofficesports.com) or tweeting our FOS Insights department @FOSInsights. Q: Will you be ranking collegiate programs, as well? A: This one is a bit tricky — some athletic programs house all their posts from one central account while others have dedicated team accounts — but we are actively seeking out the best course of action to rank collegiate programs by the same methodology as professional teams. Q: How can I see more similar data and go deeper than the Trending 20? A: Conviva has an extensive, curated database of sports teams, athletes, leagues, and brands. As you’ve registered for access for the Trending 20, Conviva may reach out with information on their product. For more detailed leaderboard listings or to request a free trial, visit the Conviva website. If you have any additional questions about the methodology or data utilized for the Trending 20, please contact info@frontofficesports.com or tweet our FOS Insights department @FOSInsights.