We have produced the most engaging influencers of the group stage of UEFA EURO 2020.

Why is Instagram fan engagement less sport-focused and more human-centred?

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Could it have something to do with the fact that the largest audience on Instagram are aged 25-34, followed closely by the 18-24-year-olds?

During the group stage of the first large-scale sports tournament in two years, it would seem more Insta-fam than Instagram.

The biggest post during the Euro 2020 group stages has nothing to do with football. CR7, the world’s most-followed player on Instagram, posted a birthday wish to his son, Cristianinho (Little Christian), which attracted 13.2 million engagements, making it the biggest Instagram post of 2021 for the Portugal captain.