World Archery to measure member federations’ digital activity with Redtorch

The performance of national archery federations’ digital media platforms will be tracked and evaluated in the lead-up to, during and the period after the Paris 2024 Olympic Games.

World Archery has engaged digital agency Redtorch to deliver annual reports, inspired by the company’s #SportonSocial project, starting in 2022.

The first report will set a baseline of current activity at the end of this year, the second will measure improvement during 2023 and the third will evaluate the success of national archery federations’ approach to promoting the sport at the next Olympic Games.

As well as ranking the organisations, the public reports will include best-practice recommendations and the national federations will be offered bespoke support to help realise their digital goals.

Archery was popular on social media in 2021, accruing more than 810 million impressions and 310 million video views, and rating as the fastest-growing sports audience during the Olympics in Tokyo.

It is hoped that this project will encourage digital growth at the national level.

World Archery secretary general Tom Dielen said:

“We have had some success as an international federation in promoting our sport in the digital space but we know there is plenty more opportunity.”

“By working with our national federations to better understand each of their domestic audiences, we can share expertise and, together, develop a strategy that will ensure archery is once again one of the most seen sports during the Paris 2024 Olympic Games.”