New Gullivers' research reveals the most followed Premiership Rugby clubs on social media

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With the Premiership Rugby season now over for another year, with Bath winning the title for the first time in 29-years, our team of rugby ticket and travel package experts at Gullivers Sports Travel have carried out research to find out which clubs are the champions when it comes to being most popular on social media.

The research looked at each club’s total follower numbers across Facebook, Instagram, X (formerly Twitter), TikTok, YouTube and LinkedIn. The results reveal that Harlequins are the most followed club on social media by some distance, with over 816,000 followers. This is over 150,000 more followers than second place Leicester Tigers with 654,000 followers.

Harlequins appealing to a younger demographic?

It appears that Harlequins’ social media team have been doing a great job of appealing to a potentially younger audience through both Instagram and TikTok.

On Instagram alone, they have over 289,000 followers – 100,000 more than any other Premiership Rugby club. We were also surprised to see that they already have more followers on TikTok than on Facebook. It will be interesting to see if other clubs close the gap next season.

However, based on Northampton Saints rapid follower growth towards the end of the season it may be that the best social media growth strategy for Premiership Rugby clubs may actually be achieving success on the pitch! Saints' successful run to the Champions Cup final - and their players’ British & Irish Lions call-ups – has helped boost their Instagram and TikTok follower numbers by more than 10% since April.

Most followed Premiership rugby clubs on social media image

Leicester Tigers top the table on Facebook and LinkedIn

It’s Leicester Tigers who led the way on Facebook - with 213,000 followers, 42,000 more than Harlequins – and on X – with 167,400 followers, 37,000 more than Northampton Saints, who pip Harlequins into second place. Leicester also has the most followers of any club on LinkedIn, with 22,500 followers edging out second-place Bath Rugby with 21,000.

Overall, the combined reach of all Premiership Rugby clubs across all clubs’ social media channels is now 5 million. Instagram leads the way as the most popular social media channel for Premiership Rugby clubs with a combined 1.54m followers across all clubs - 300,000 more than Facebook with 1.176m.

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Data sourced and compiled by Gullivers Sports Travel, June 2025