T20 World Cup 2026 sparks 85 mn mentions, over 860 mn engagements 

The T20 World Cup 2026 recorded 85 million mentions and over 860 million engagements across Instagram, X and YouTube, according to data released by Qoruz. 

The report highlights the growing influence of creators in sports conversations online, with fan reactions, match commentary, memes and brand collaborations contributing significantly to the tournament’s digital footprint.

Between 100,000 and 120,000 creators posted about the tournament, sharing match reactions, analysis and fan moments across platforms.

More than 8,000 creators collaborated with brands during the tournament, while creator content alone generated 750 million engagements, representing 87% of the total engagement recorded during the tournament.

Brands also significantly invested in creator partnerships during the event, with an estimated ₹80–₹100 crore spent on creator marketing campaigns.

On average, creator posts generated nearly 7,000 engagements per post. 

Several key moments during the tournament triggered strong engagement spikes across social platforms. 

Top viral moments:

• India winning the World Cup Final: 300M+ engagements
• India vs England semi-final: 152M engagements
• India vs Pakistan clash: 70M engagements
• Sanju Samson’s knock against West Indies: 86M engagements
• Jasprit Bumrah’s match-winning spell: 62M engagements
• Jacob Bethell’s breakout innings: 39M engagements

Brands also actively collaborated with creators to connect with fans during the World Cup. Some of the most mentioned brands in creator conversations included: Star Sports, JioStar, BookMyShow, Swiggy, Blinkit, Asian Paints, and CashKaro.

While the India vs New Zealand World Cup Final generated the biggest spike in engagement reaching over 300+ million engagements, Sanju Samson emerged as the most talked about player during the tournament.

The findings underscore the growing role of creators in shaping how fans and audiences experience major sporting events on social media.