Sports & Fitness Influencer Marketing Benchmarks

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

Sports & Fitness takes 10.94% of the Italy creator feed, sixth of 21 categories. That places it in a crowded middle band rather than near the top. Shopping & Fashion and Entertainment each hold roughly three times as much, and form a tier of their own. Below them, Beauty & Wellness, Food & Drink, Luxury & Lifestyle, Sports & Fitness and Travel & Outdoors are bunched closely together. Luxury & Lifestyle sits just above at 11.89% and Travel & Outdoors just below at 9.48%, so the order inside this band turns on small margins.

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

Reach and engagement do not line up among the most visible names in the category. Paulo Dybala's views come with the lowest engagement of the three, at 2.71%, while Lautaro Javier Martinez engages at 3.54%, clearly apart from the other two. DNA da Bomber sits between them at 3.18%. A lower rate on a very large audience may partly reflect more boosting, since paid posts in this category engage well below organic ones, as the next block shows. The 20 most viewed creators hold 27.91% of category views, so attention spreads well beyond a few headline accounts.

1. 1Paulo Dybala@paulodybala616M views2.71% ER
2. 2Lautaro Javier Martinez@lautaromartinez461M views3.54% ER
3. 3DNA da Bomber@dnadabomber427M views3.18% ER

The 20 most viewed creators hold 27.91% of all Sports & Fitness views in Italy.

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

Across the category, paid content engages at 1.43%, well under half the 3.7% organic rate. All three listed brands keep their paid posts above that category paid figure, but they differ sharply in how much they give up when they pay. Jeep barely loses anything, at 4.77% paid against 4.89% organic, and its paid rate added 3.52 pp on the prior quarter. Emirates sits at the other end, with 4.63% organic and 2.09% paid, less than half. Its paid rate also slipped 0.67 pp from a quarter earlier, making it the only one of the three whose paid engagement moved down. Puma lands between the two and keeps a fair part of its organic rate when it pays.

Brand	Organic ER	Paid ER
Jeep	4.89%	4.77%
Puma	4.64%	2.83%
Emirates	4.63%	2.09%

How much of the category are official partnerships?

Measured by views on posts that carry a partnership, sponsorship or boost, Sports & Fitness is one of the less commercial categories in Italy. It ranks 13th of 21 at 4.98%, just under the cross-category median of 5.47%, and far below Tech & Gadgets at the top on 24.88%. The quarterly measure of views gained on paid-supported posts has moved without settling. It started at 4.05% in the first quarter shown, climbed to 7.89% in the prior quarter, then slipped to 5.83%. The engagement gap between paid and organic content therefore plays out on a modest paid layer.

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, Italy, Q3 2026 they carry 30.23% of the paid reach.

• 7.4M reach
  Marvin Vettori@marvinvettori

  Paid by Gillette Italia2 ads
• 6.4M reach
  Nicola Liviero@nicolaliviero

  Paid by Gillette Italia3 ads
• 6.3M reach
  ᴅᴀɴɴʏ ʟᴀᴢᴢᴀʀɪɴ@danny_lazzarin

  Paid by Gillette Italia1 ad

Also in the full report

• Timing of BoostingThe median boost starts 1 day 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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