Sports & Fitness Influencer Marketing Benchmarks

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

Sports & Fitness ranks third of 21 categories, and the ranking hides a clear three-tier split. Entertainment (TV, Film, Music) and Shopping & Fashion sit almost level at the top with 31.6% and 30.8%. Sports & Fitness, at 19.9%, is well short of that pair but clearly ahead of everything behind it, with Beauty & Wellness at 13.8% and Food & Drink at 11.9%. The two categories above it are broad, covering much of what people watch and buy. Sports & Fitness reaches this scale on a single interest, which puts it closer to the leaders than to the pack.

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

Engagement among the most visible names sits in a fairly tight band, with one exception. Ferran Torres stands apart at 4.85%, ahead of Jude Bellingham at 4.37% even though Bellingham's view total is far larger. Pedri González sits lowest at 3.84%. A lower rate does not by default mean a less engaged audience. Boosted reach adds views faster than it adds interactions, so part of the gap may reflect how much of each creator's reach was paid for. Concentration is moderate: the 20 most viewed creators hold 36.7% of category views, a little over a third. A handful of accounts draws heavy attention, but they do not capture the whole category.

1. 1Jude Bellingham@judebellingham2B views4.37% ER
2. 2Pedri González@pedri969M views3.84% ER
3. 3Ferran Torres@ferrantorres757M views4.85% ER

The 20 most viewed creators hold 36.69% of all Sports & Fitness views in Spain.

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

Paid engagement in Sports & Fitness lands at about half the organic rate: 1.97% against 3.93%. The listed brands start from nearly the same organic level, so what separates them is how much engagement holds up once they pay. FC Barcelona keeps its paid rate at 3.54%, almost level with the category's organic benchmark, and that paid rate added 0.53 pp on the prior quarter. Spotify falls furthest, to 0.39% on paid, a small fraction of an organic rate that tops the table. Visa sits between the two at 1.6% paid. Its paid rate slipped 1.39 pp on the prior quarter, while its organic rate added 0.64 pp, so for Visa the distance between organic and paid widened.

Brand	Organic ER	Paid ER
Spotify	5.95%	0.39%
FC Barcelona	5.66%	3.54%
Visa	5.52%	1.6%

How much of the category are official partnerships?

Sports & Fitness draws a large share of the feed, but very little of it carries commercial support. On the share of views from posts carrying a partnership, sponsorship or boost, the category ranks 15th of 21 at 3.71%, well below the cross-category median of 6.85%. Beauty & Wellness shows how unusual that is: it takes less of the feed than Sports & Fitness, yet it places second on this measure at 18.4%. The within-quarter measure moved in two phases. The share of views gained on paid-supported posts climbed from 5.3% to a high of 8.8% over the first four quarters shown, then dropped to 4.38% in the latest quarter, the lowest point in the series.

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, Spain, Q3 2026 they carry 24.22% of the paid reach.

• 4.2M reach
  JUAN GARCÍA PRIETO@juangp10

  Paid by Head and Shoulders4 ads
• 4.2M reach
  Carlos Martinez@soypichifit

  Paid by Head and Shoulders4 ads
• 3.3M reach
  TEMO@futbolcontemo

  Paid by Old Spice.2 ads

Also in the full report

• Timing of BoostingThe median boost starts 4 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.

More influencer marketing benchmarks

All Spain benchmarksAll markets and categories