Sydney Sixers Top 2025 Social Growth Charts as Digital Strategy Shifts to Global Markets and TikTok

The Sydney Sixers have emerged as the clear leaders in digital audience acquisition for 2025, topping the Scout Benchmark for social follower growth by adding more than 800,000 new followers.

This surge underscores a strategic shift in how Australian sports franchises are leveraging international talent to unlock new commercial markets and drive brand value.

The data identifies the recruitment of Pakistani cricket superstar Babar Azam as a primary catalyst for the Sixers’ digital explosion. By securing one of the world’s most recognisable athletes, the franchise successfully tapped into the massive sub-continental cricket market, highlighting the importance of global audiences in team followings.

While star power drove the Sydney Sixers to the top, the report reveals that on-field performance remains a reliable driver of digital engagement. Several teams experienced significant follower boosts coinciding with their appearances in Grand Finals. This trend was evident for the Brisbane Lions (Men), Brisbane Broncos (Men & Women), and Hobart Hurricanes (Men & Women), proving that competing for the ultimate honour continues to deliver tangible off-field metrics.

However, the data presents a compelling case for the value of creative digital teams independent of match-day results.

The report notes that consistent fan-first content is driving sustained growth regardless of team performance. A prime example cited is the Canterbury-Bankstown Bulldogs, who generated over 30 million views with a single TikTok video featuring players being quizzed on national flags. This viral success indicates that a robust content program can maintain brand relevance and growth even without championship success.

The benchmark identifies TikTok as the dominant platform for growth in 2025, largely driven by “topical player-led posts going viral”.

This shift suggests that rights holders must continue to pivot their resources toward short-form, personality-driven content to capture younger demographics.

The data serves as a clear indicator to the industry that while winning games is valuable, a strategic investment in global stars and platform-specific creativity is essential for commercial sustainability.

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