Sports & Fitness Influencer Marketing Benchmarks

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

Sports & Fitness holds 13.7% of the French creator feed, which ranks it 5th of 21 categories. It sits in a tight middle group, with Food & Drink just above at 14.4%, Luxury & Lifestyle just below at 11.8%, and Beauty & Wellness a little higher up. Only narrow margins separate it from those neighbours. The real distance is to the top of the feed, where Shopping & Fashion holds 37.6%, a different order of attention. Sports & Fitness is a sizeable subject in this feed, though not one of the categories that lead it.

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

The most visible creators here engage within a narrow band, with one exception. Antoine Griezmann at 2.15% and Florian Pourtuguez at 2.28% sit close together on engagement, even though Griezmann draws far more views. Tiboinshape stands apart at 1.78%, below the other two despite views in the same range as Griezmann's. A lower rate can reflect more boosting, which adds views without a matching rise in interactions. The gap alone is therefore not a verdict on the content. The 20 most viewed creators hold 22.1% of category views, about a fifth, so attention in this category is not concentrated in a handful of accounts.

1. 1Antoine Griezmann@antogriezmann213M views2.15% ER
2. 2Tiboinshape@tiboinshape188M views1.78% ER
3. 3Florian Pourtuguez@ndiezplayer83M views2.28% ER

The 20 most viewed creators hold 22.1% of all Sports & Fitness views in France.

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

Organic Sports & Fitness content engages at 3.96% and paid content at 1.68%, so paid posts land well under the organic rate. The brands split sharply around that benchmark, and the two airlines end up at opposite ends. Emirates runs against the category: its paid rate of 6.13% sits above its organic 4.93%, and that paid rate added 4.47 pp on the prior quarter. Qatar Airways starts from almost the same organic level yet falls furthest, to 1.04% paid, even though its paid rate added 0.66 pp on the prior quarter. Puma's paid rate of 1.47% sits much closer to the category's paid benchmark than to its own organic rate.

Brand	Organic ER	Paid ER
Emirates	4.93%	6.13%
Qatar Airways	4.81%	1.04%
Puma	4.75%	1.47%

How much of the category are official partnerships?

Sports & Fitness ranks 14th of 21 categories on the share of views from posts carrying a partnership, sponsorship or boost, at 6.9% against a cross-category median of 8.22%. That puts a large feed category among the less commercial ones. Home & Garden, which has a smaller feed share, reaches 18.27% on the same measure, and Tech & Gadgets leads the ranking. The share of views gained inside each quarter on paid-supported posts has moved both ways. It started at 7.6% in the earliest quarter shown and dipped in the next. It then climbed for two quarters to 10.37% in the prior quarter before dropping back to 7.31% in the latest one.

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, France, Q3 2026 they carry 30.04% of the paid reach.

• 7.6M reach
  Samy Sieber@samsjump

  Paid by Booking.com1 ad
• 2.2M reach
  Lisa brhd@lisa_brhd

  Paid by Shopify6 ads
• 1.7M reach
  Saïd PiedsCarrés@said_piedscarres

  Paid by L'Oréal Men Expert6 ads

Also in the full report

• Timing of BoostingThe median boost starts 5.5 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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