The 2026 Men’s FIH Hockey World Cup has generated 106.4 million views across the International Hockey Federation’s (FIH) digital and social media platforms, with the tournament continuing in Belgium and the Netherlands.
According to figures released by the FIH as of August 24, Instagram accounted for 66.7 million views, while Facebook generated 32.6 million and TikTok 4.5 million. YouTube added a further 2.65 million views.
The tournament has also delivered more than 62 million in combined reach across the FIH’s platforms and generated close to 3 million engagements.
Instagram has reached more than 11 million non-followers, while TikTok content has reached 3.79 million accounts. Across Meta platforms, the World Cup has also helped the FIH gain 28,400 new followers.
FIH President Tayyab Ikram said the figures demonstrate the impact of the organisation’s digital strategy, particularly in reaching audiences beyond the existing hockey community.
“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,” Ikram said. “It shows that we are not only serving our existing hockey community but also bringing new audiences into our sport.”
The 16-team 2026 FIH Hockey World Cup, which began on August 13, will run through August 30 across venues in Belgium and the Netherlands.
The tournament is also part of a broader commercial push by the FIH. Shortly before the competition began, the governing body announced a major partnership with JSW Group, the Indian conglomerate with interests spanning steel, energy, cement and infrastructure.
India remains one of the sport’s most important markets, giving the FIH’s growing digital reach additional commercial significance as it seeks to expand hockey’s global audience.