Major audiences are tuning in – via social media and digital platforms – to the ongoing men's FIH Hockey World Cup, taking place in Belgium and the Netherlands currently.
Field hockey's FIH governing body has outlined that, as of yesterday, World Cup content had generated 106.4 million views across all its platforms combined.
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This includes 66.7 million views on Instagram, 32.6 million on Facebook, and 4.5 million on TikTok.
YouTube contributed 2.65 million, meanwhile.
In terms of combined reported reach, World Cup action and content has already provided more than 62 million for that figure.
In addition, it has generated close to three million engagements via the social media sites listed above.
Tayyab Ikram, president of the FIH, commented: "These results are a tremendous validation of the strategy we put in place for this World Cup … The fact that such a high proportion of our reach and engagement is coming from people who do not currently follow FIH is particularly encouraging.
"It shows that we are not only serving our existing hockey community but also bringing new audiences into our sport."
In terms of some of the specific statistics for the aforementioned social media sites, over 11 million non-followers have been reached on Instagram, while the TikTok content has reached 3.79 million accounts. For Meta platforms – such as Facebook – meanwhile, the FIH World Cup has already generated 28,400 new followers.
The 16-team 2026 FIH Hockey World Cup is running between August 13 and 30.
Just before the tournament started, the FIH entered into a significant commercial tie-up with JSW Group, the Indian conglomerate with businesses in the steel, energy, cement, and infrastructure sectors.
India is arguably field hockey's biggest market.
