Sports & Fitness Influencer Marketing Benchmarks

How much of the Germany creator feed is Sports & Fitness?

Sports & Fitness takes 10.52% of the German creator feed, fifth of 21 categories. The more telling detail is the company it keeps. Shopping & Fashion and Entertainment form a tier of their own at the top. Beauty & Wellness and Food & Drink sit a clear step above Sports & Fitness and close to each other. Below it, Luxury & Lifestyle and Home & Garden are almost level, so fifth place rests on a thin margin over the categories underneath rather than a clear separation from them.

Who are the most visible creators in Sports & Fitness in Germany?

Engagement among the most visible Sports & Fitness creators varies widely. Alima Moro and Alina Kornelli both engage above 2%, at 2.93% and 2.22%. Robin Baumann stands apart at 0.98%, well below the other two. A lower rate does not by itself mean a weaker audience. Boosting adds reach without a matching rise in interactions, so a creator whose views carry more paid support can show a lower rate on the same kind of content. Attention in the category is also widely spread: the 20 most viewed creators hold 16.6% of category views, which leaves most views with creators beyond that group.

1. 1Alima Moro@alimasadia_199M views2.93% ER
2. 2Alina Kornelli | Water & Outdoor Sports Girl 🐚@alinakornelli155M views2.22% ER
3. 3Robin Baumann | Fitness Creator & Coach@robinbaumann125M views0.98% ER

The 20 most viewed creators hold 16.6% of all Sports & Fitness views in Germany.

What is a good engagement rate for Sports & Fitness content?

Across the category, paid posts engage at 1.35% against 3.31% for organic, so paid sits well below organic. The gap is not the same for every brand. Borussia Dortmund has the highest organic rate of the three at 5.35% and the lowest paid rate at 0.64%, below the category's paid figure. It falls furthest between formats. Vodafone holds up best: 4.75% organic and 1.58% paid, the only listed brand whose paid rate sits above the category's. Puma falls between the two on both measures. All three brands added organic engagement on the prior quarter while their paid rates slipped. Vodafone's paid rate lost 0.35 pp and Dortmund's lost 0.43 pp.

Brand	Organic ER	Paid ER
Borussia Dortmund	5.35%	0.64%
Vodafone	4.75%	1.58%
Puma	4.62%	1.14%

How much of the category are official partnerships?

Sports & Fitness ranks 12th of 21 on the share of views from posts carrying a partnership, sponsorship or boost. Its 5.65% sits just under the 5.83% cross-category median, mid-table and on the less commercial side. Tech & Gadgets and Beauty & Wellness lead the ranking far ahead. Home & Garden, a near neighbour in feed weight, sits well above Sports & Fitness on this measure. The share of views gained inside each quarter on paid-supported posts climbed from 4.1% four quarters earlier to 9.54% in the prior quarter. It then dropped to 6.63%, below the level of the two quarters in between.

Advertising you cannot see on a creator profile

Dark boosts are creator-collaboration ads that never appear on the creator’s profile. In Sports & Fitness, Germany, Q3 2026 they carry 24.33% of the paid reach.

• 8.8M reach
  Deniz Undav@denizundav

  Paid by Klarna3 ads
• 5.2M reach
  Ebru Önal@rblz_ebru

  Paid by Disney+2 ads
• 4.7M reach
  Felix Eiche@felixeiche

  Paid by Head and Shoulders2 ads

Also in the full report

• Timing of BoostingThe median boost starts 3 days after the post goes up.
• Brand Leaderboard20 brands ranked by the public views their creator content earned.
• Paid vs. Earned media20 brands compared on what they bought against what they earned.
• Top Dark Boosts17 more dark placements ranked by the paid reach they delivered.

How these numbers are measured

• Ranked by total public views in the category; share is the creator's category views divided by the category total.
• Cumulative ads reach counts the ads delivering in the quarter, pro-rated to the days each one ran inside it, and a boosted post and a dark ad count once each. No cross-ad deduplication, so one person can be counted twice.
• Creators counts everyone whose content for the brand was live in the quarter, matching the Share of Influence dashboard's own gates; views counts what brand-scored content gained inside it, so the two sit on different populations.
• The paid column counts the ads that delivered in the quarter, public and dark together, each ad's reach pro-rated to the days it ran inside it. The organic column counts views the brand's content gained in the same window.
• Dark boosts are creator-collab ads that never appear on the creator's profile.
• Posts were tagged with categories differently in Q2 2026 than in Q3 2026, so this page does not compare the category's share of the feed with earlier quarters.

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